Marketing the leisure experience to baby boomers and older tourists

Patterson, Ian and Pegg, Shane (2010). Marketing the leisure experience to baby boomers and older tourists. In Noel Scott, Eric Laws and Philipp Boksberger (Ed.), Marketing of tourism experiences (pp. 156-174) London, U.K. ; New York, U.S.A.: Routledge.

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Author Patterson, Ian
Pegg, Shane
Title of chapter Marketing the leisure experience to baby boomers and older tourists
Title of book Marketing of tourism experiences
Place of Publication London, U.K. ; New York, U.S.A.
Publisher Routledge
Publication Year 2010
Sub-type Research book chapter (original research)
Open Access Status
ISBN 9780415567589
Editor Noel Scott
Eric Laws
Philipp Boksberger
Chapter number 8
Start page 156
End page 174
Total pages 19
Total chapters 12
Collection year 2011
Language eng
Abstract/Summary 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 Older adults
Older tourists
Marketing considerations
Q-Index Code B1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes This book was based on a special issue of Journal of Hospitality Marketing & Management

Document type: Book Chapter
Collections: Non HERDC
UQ Business School Publications
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Created: Fri, 25 Mar 2011, 09:48:04 EST by Associate Professor Ian Patterson on behalf of School of Tourism