TY  - CONF
T1  - Shaping the future communication and marketing strategies for the senior citizien travelers: Implications of an exploratory study for Swiss tourism and hospitality service providers.
A1  - Mungall, Andrew
A1  - Schegg, Roland
A1  - Courvoisier, François
TI  - I-CHLAR International Conference on Hospitality and Leisure Applied Research
Y1  - 2009
PB  - Ecole Hoteliere Lausanne
T2  - The Hague Hotel School
UR  - http://www.ehl.edu/eng/Academics/Research/Publications/Focus-3-Strategic-financial-decision-making-process/Publications-in-2009/Shaping-the-future-communication-and-marketing-strategies-for-the-senior-citizen-travelers-implications-of-an-exploratory-study
KW  - Baby boomers
KW  - consumer behavior
KW  - hospitality marketing
KW  - Senior citizens
KW  - tourism
N2  - This 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.
ER  -