Abstract
Purpose - To improve the knowledge base concerning the growing senior population.
Objectives - Assess the potentiality of the senior tourism market in France, by understanding their behavior and expectations. We also tried to analyze the attitudes of seniors towards advertising and Internet. Finally, we analyzed the relevance of using segmentation relying on profile value.
Methodology - In order to meet our objectives, we used both quantitative and qualitative methods, focusing on the first one as we needed to make correlations between different variables (attitudes, opinions, etc).The data was collected chiefly via an online survey carried out among French persons over 50. The qualitative technique was conducted through two interviews conducted to collect comments, ideas and recommendations concerning the topic and the realization of the survey.
Results - The survey showed that seniors represent 37% of the French population, and own 62% of assets and 52% of the outstanding shares. The trips they organize are mainly individual ones, and they hunt for individualized bids, either through travel agencies or by themselves, preferring accommodation in comfortable and clean hotels. Throughout their voyages, their principal activities are tourist visits and outdoor activities. To continue, seniors seek details like photos of the proposed offers. Finally, concerning the dominating profile-value of the sample, 35% are "thoughtful" which doesn't match Serriere's (2006) sample.
Research limitations/implications - A greater sample and the use of more sophisticated software would improve the accuracy of findings. Marketing efforts to answer the individualism and freedom of seniors have to be made taking into account the emergence of new Internet technology.
Originality/value - The study is valuable because it brings new data and information to the base of knowledge concerning this booming market segment, which marketing had marginalized owing to the difficulty in categorizing them into significant segments due to their particular values and behaviors.
