Marketing practice and opportunities in the tour operators' senior travel market: Beyond bowling and ballroom dancing

Journal of Vacation Marketing

Volumn 3, Issue 2, 1997, Pages 152-163

  Pritchard, Annette ^a   Morgan, Nigel J ^a  

^a CARDIFF METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

Imagery; Market Segmentation; Seniors' Lifestyles; Tourism Operators; Tourism Promotion; Vacation Brochures'

Indexed keywords

EID: 79959459546     PISSN: 13567667     EISSN: 14791870     Source Type: Journal    
DOI: 10.1177/135676679700300205     Document Type: Article

References (30)

1. See Kassarjian, H.H. (1977) Content Analysis in Consumer Research, Journal of Consumer Research, Vol. 14, June, pp. 8-18
2. Uzzell, D. (1984) 'An Alternative Structuralist Approach to the Psychology of Tourism Marketing', Annals of Tourism, Vol. 11, No. 1, pp. 79-100.
3. Chisnall, P.M. (1944) Consumer Behaviour, 3rd edn, McGraw-Hili, p. 323.
4. Henley Centre (1994) Today's Older Consumers: An Emerging Third Age of Personal Fulfilment or a Wasted Era of Frustrated Possibilities?, Leisure Futures, Vol. 1, p. 100.
5. Blazey, M. (1991) Sociodemographics and Psychographic Variables in Senior Travel Markets, Visions in Leisure and Business, Vol. 9, No. 4, pp. 37-50
6. Romsa, G. (1992) 'Behaviour Patterns of Elderly German Tourists 1979-89', R20-R37 in the Proceedings of Tourism in Europe - the 1992 Conference, Durham, The Centre for Travel and Tourism
7. Stirland, S. (1993) 'Marketing to Seniors: Easy Does It', Restaurant and Institutions, Vol. 103, No. 2, pp. 133-136.
8. Cockerell, N. (1993) ' Europe's Senior Travel Market', Travel and Tourism Analyst, No. 4, pp. 37-56.
9. Ryan, C. (1995) ' Learning About Tourists From Conversations', Tourism Management, Vol. 19, No. 3.
10. See particularly: Henley Centre (1992) Leisure Futures, Vol. 3.
11. Jefferson, A. (1992) Tourism in Europe, British Tourism Authority/ English Tourist Board, Tourism Intelligence Quarterly, Vol. 14, No. 1, pp. 57-63, 557.
12. Henley Centre (1992) Europe's Ageing Population, Leisure Futures, Vol.3, pp. 6-10.
13. For example, the growing importance of the 'Xers', born between 1961 and 1981, is explored in Ritchie, K. (1995) Marketing to Generation X, Lexington Books.
14. Henley Centre (1992) Demographic Background, Leisure Futures, Vol. 3, pp. 16-20, 16.
15. Elliott, H. (1995) 'Silver Service for the Golden Generation', The Times, 9th March.
16. Salmon, B. (1994) Third Agers and Brand Loyalty, unpublished paper by The Research Business.
17. It is also important to remember that many older people are unable to participate in leisure activity, particularly as many live below the poverty line. See Clarke, J. and Critcher, C. (1985) The Devil Makes Work: Leisure in Capitalist Britain, Macmillan, Ch. 5.
18. Henley Centre (1992) Time Use, Leisure Futures, Vol. 3, pp. 30-32, 30.
19. Ibid., esp. p. 31.
20. Elliott, H. (1995) Australia Beckons, The Times, 13th April.
21. Henley Centre (1992) Demographic Background, Leisure Futures, Vol. 3, pp. 16-20, 16.
22. Dace, R. (1995) Japanese Tourism: How a Knowledge of Japanese Buyer Behaviour and Culture can be of Assistance to British Hoteliers in Seeking to Develop this Valuable Market, Journal of Vacation Marketing, Vol. 1, No. 3, pp. 281-288, 285.
23. Noakes, G. (1995) Thomson Tailors its Long Haul Winter Series for Ageing Market, Travel Trade Gazette, 26th April.
24. Cunliffe, C. (1995) 'Targeting the "Empty Nesters"? An Evaluation of the Consumer in Relation to the Hospitality Industry', unpublished University of Wales Institute, Cardiff BA (Hons) dissertation.
25. Middletdon, V.T.C. (1994) Marketing in Travel and Tourism, 2nd edn, Butterworth Heinemann, Oxford, p. 135.
26. 'First Choice, Leisurely Days, Winter-sun Holidays for the Over 50s, Winter 1995, 2nd edn, p. 6.
27. Thomson, Young at Heart Great Value Winter Sunshine for the Over 55s, October 1995-April 1996, 1st edn, p. 6.
28. Ibid., p. 101.
29. Tresidder, K., Botterill, D., Llewelyn, L. and Jones, E. (1995) ' Tourism Demand and the Management of Heritage Sites: The Case of Paphos, Cyprus ', paper presented at Medcoast 1995, Tarragona, Spain.
30. For a fuller discussion of the problems of matching images and markets, see Morgan, N.J. and Pritchard, A. (forthcoming, 1997) Tourism Marketing and Promotion: Creating the Image, John Wiley and Sons.