Exploring communication and marketing strategies for senior travelers

Abstract

The study intends to develop guidelines for the communication and marketing policy of Swiss tourism service providers aiming at targeting the future senior citizen market. It is of an exploratory nature, and based on interviews with current senior citizens in Switzerland and a Delphi study with 30 experts from the Swiss tourism and hospitality sector, as well as specialists from senior citizen associations and research institutes. The results show the importance of the increasing request by senior citizens for learning experience through holidays. The different marketing strategies aimed at such clientele will be increasingly profiled according to the specific motivation and preferences of this clientele.

Citation

Mungall, A., Schegg, R. and Courvoisier, F. (2010), "Exploring communication and marketing strategies for senior travelers", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 6), Emerald Group Publishing Limited, Leeds, pp. 59-82. https://doi.org/10.1108/S1745-3542(2010)0000006008