Baby boomers turning grey: European profiles |
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| Institution: | 1. Master in Economics and Tourism and Dondena Center for Research on Social Dynamics, Bocconi University, via Röntgen, 1, 20136, Milan, Italy;2. Dipartimento di Economia, studi giuridici e aziendali, IULM University, Via Carlo Bo, 1, I – 20143, Milan, Italy;1. Institute for Tourism & Recreation Research, 32 Campus Dr. #1234, College of Forestry and Conservation, University of Montana, Missoula, MT 59812, USA;2. Warnell School of Forestry and Natural Resources, 180 East Green Street, University of Georgia, Athens, GA 30602-2152, USA;1. School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 Penang, Malaysia;2. Faculty of Business, Multimedia University, 75450 Melaka, Malaysia;1. CIBIO Research Centre in Biodiversity and Genetic Resources, Universidade dos Açores, R. Mae de Deus, 9500 Ponta Delgada, Portugal;2. Department of Economics and Management, Universidade dos Açores, R. Mae de Deus, 9500 Ponta Delgada, Portugal;3. Marine Protected Areas Research Group, Department of Geography, University of Victoria, P.O. Box 3060, V8W3R4 Victoria, BC, Canada |
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| Abstract: | Globally, the senior or “grey” tourism segment is of increasing importance, reflecting a richer aging population with good health and a desire to travel. Though this niche is traditionally described as homogeneous, grey tourism comprises different subgroups. Identifying the profiles, preferences, and behaviors of these subgroups has become an important task for organizations competing to satisfy tourist demands. This study classifies the factors that most influence mature travelers' decisions. Using a database of 3458 respondents from 35 European countries, four new grey tourism market subgroups were identified. These were named “explorers”, “livewires”, “vacationers”, and “homebodies”, to reflect different preferences and behaviors. The implications for destination marketing and management are also discussed. |
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| Keywords: | Senior tourism Europe Niche market Ageing Segmentation strategy Tourist buying behaviors |
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