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

Pritchard, A and Morgan, NJ (1997) Marketing practice and opportunities in the tour operators' senior travel market: Beyond bowling and ballroom dancing Journal of Vacation Marketing, 3 (2). pp. 152-163.

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Abstract

The paper evaluates whether tour operators' current promotional activities are effectively targeting the increasingly important seniors market. It provides an overview of recent research on senior lifestyle and leisure characteristics and uses this research as a basis for evaluating whether current marketing messages and images are reflecting the changing reality of seniors' lives. The empirical data are drawn from the UK and a range of tourism operators' vacation brochures are examined using exploratory, qualitative content analysis techniques. The findings, however, may have some relevance for all marketers interested in targeting this segment. The paper concludes that there is a notable mismatch between the narrow range of consumer images projected by mainstream tourism marketers and the increasingly active and varied consumption experiences of seniors. © Henry Stewart Publications.

Item Type: Article
Authors :
NameEmailORCID
Pritchard, AUNSPECIFIEDUNSPECIFIED
Morgan, NJn.j.morgan@surrey.ac.ukUNSPECIFIED
Date : 1 December 1997
Identification Number : 10.1177/135676679700300205
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:28
Last Modified : 16 May 2017 15:28
URI: http://epubs.surrey.ac.uk/id/eprint/819932

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