Abstract
Building on the literature review and the case studies previously discussed, this chapter identifies some key strategic elements suppliers should consider before addressing the older tourist market, such as terminology issues, segmentation approaches, positioning, service design and customer care. In addition, it proposes some operational directions for implementation of the marketing mix. For example, companies need to clearly define their product offerings according to the level of specialization and accessibility, and to go beyond mere discount policies for older tourists and pursue a differential pricing strategy. Further, companies should boost the potentialities of the Internet, both as a distribution channel and as a communication or interaction platform for older tourists. This chapter provides a practical toolbox, as well as hints for future research, which can benefit both researchers and professionals or practitioners.
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Notes
- 1.
The three case studies presented in Chap. 6 include a Canadian-based tour operator offering exotic adventure travels (ElderTreks), a Slovenian-based tour operator and travel agency specializing in slow garden travels (Viaggi Floreali), and a United Kingdom-based company providing long-term accommodation solutions in Southern Europe (Algarve Senior Living).
- 2.
The International Longevity Center—USA, now The International Longevity Centre Global Alliance, is a non-profit research, education and policy organization whose aim is “to help societies to address longevity and population ageing in positive and productive ways, typically using a life course approach, highlighting older people’s productivity and contributions to family and society as a whole” (www.ilc-alliance.org). Aging Services of California (now LeadingAge California) is public-interest association that represents more than 400 nonprofit providers of senior living and care—including affordable housing, continuing care retirement communities, assisted living, skilled-nursing, and home and community-based care; as well as our business partners and residents (www.aging.org).
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Vigolo, V. (2017). Strategic and Operational Marketing Tools for Older Tourists. In: Older Tourist Behavior and Marketing Tools. Tourism, Hospitality & Event Management. Springer, Cham. https://doi.org/10.1007/978-3-319-47735-0_7
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