TY  - GEN 
T1  - Exploring communication and marketing strategies for senior travelers
A1  - Mungall, Andrew
A1  - Schegg, Roland
A1  - Courvoisier, François
ED  - Chen, Joseph
Y1  - 2010
N1  - Advances in Hospitality and Leisure, 6, page 59-82
KW  - communication
KW  - marketing
KW  - senior
KW  - strategy
KW  - traveler
N2  - The study intends to develop guidelines for the communication and marketing policy of Swiss tourism service providers aiming at targetingthe future senior citizen market. It is of an exploratory nature, and basedon 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 the clientele.
ER  -