Gonzales, A. and Paliwoda, S.J. (2006) Segmenting the older consumer for online travel. Marketing Review, 6. pp. 331-348. ISSN 1469-347XFull text not available in this repository. (Request a copy from the Strathclyde author)
Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.
|Keywords:||older consumer, lifestyle segmentation, tourism, internet, online travel, gabriel, moschis, Marketing. Distribution of products|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||18 Jan 2010 15:40|
|Last modified:||29 Apr 2016 00:47|