ABSTRACT
By the end of the chapter, students should be able to: • Explain why the senior market has now been "discovered" by travel
and tourism marketers • Summarize the relevant travel-related research on the senior market • Outline the demographic differences among consumers in the fol-
lowing age groupings: under fifty-five, fifty-five to sixty-four, and sixty-five and older
• Differentiate between senior and nonsenior pleasure travelers with respect to types of pleasure trips taken
• Outline the differences among the three age segments studied with regard to the travel-related behaviors exhibited
• Discuss the marketing implications of the findings of the study
INTRODUCTION
Travel and tourism marketers face a highly competitive environment brought on by the changing demographics of the U.S. population, the most significant change being the growth in size of the older segment of the
This chapter was previously published in the Journal of Travel Research, 31(2), 1992. Reprinted with permission.
