Older Tourist Behavior and Marketing Tools

Аннотация

This book aims to provide an in-depth analysis of population aging challenges and opportunities from a tourism marketing perspective by combining a demand-side and supply-side approach to older tourists. The methodological approach used in this book stems from the consideration that tourism marketing must be customer-centered if it is to be successful. Tourism organizations must carefully segment their market and understand—or better, anticipate—their customers’ needs and desires to provide successful product, price, place and promotion strategies. In other words, the use of marketing tools should derive from scrupulous and constant marketing research activity. Accordingly, this book first addresses older tourists’ characteristics and travel behavior, and then discusses how tourism organizations can develop their marketing strategies to target this specific market segment.