Marketing the leisure experience to baby boomers and older tourists

Patterson, I. R. and Pegg, S. A. (2009) Marketing the leisure experience to baby boomers and older tourists. Journal of Hospitality Marketing & Management, 18 2 & 3: 254-272. doi:10.1080/19368620802594136

Author Patterson, I. R.
Pegg, S. A.
Title Marketing the leisure experience to baby boomers and older tourists
Journal name Journal of Hospitality Marketing & Management   Check publisher's open access policy
ISSN 1936-8631
Publication date 2009
Year available 2009
Sub-type Article (original research)
DOI 10.1080/19368620802594136
Volume 18
Issue 2 & 3
Start page 254
End page 272
Total pages 19
Editor Dogan Gursoy
Place of publication Philadelphia, U.S.A.
Publisher Routledge
Collection year 2010
Language eng
Subject C1
900302 Socio-Cultural Issues in Tourism
150604 Tourism Marketing
Abstract Tourism is big business, especially for the increasing numbers of baby boomers who are becoming increasingly targeted by marketers and travel companies as a growing market. This is because many baby boomers are healthier, financially well off, better educated and have a greater desire for novelty, escape and authentic experiences than previous cohorts of retirees. The baby boomer generation is a prime example of a niche market firmly embracing the notion that the next wave of successful tourism businesses will be those geared towards the experience economy. In recent years, 'boomers' have demonstrated that they are willing participants in new and adventurous forms of leisure and are opting for more physically challenging and 'adrenalin driven' experiences. Because of this emerging trend, marketing campaigns need to be tailored to emphasize the leisure experience and to include actual statements from older people based on their perceived feelings about the tourism experience. In seeking to bring greater attention to this issue, this article seeks to first detail the changing leisure interests of today's older tourists before concluding with a discussion of key marketing considerations for this growing cohort group.
Keyword Baby boomers
leisure experiences
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
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Created: Fri, 09 Apr 2010, 14:26:39 EST by Claire Shuter on behalf of School of Tourism