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.
[...] There are four main types: • Geographic segmentation. • Demographic segmentation e.g. age, gender, social grade, income, marital status. • Psychographic segmentation, based on lifestyle and personality. Consumers' lifestyles are derived from their activities, interests and opinions, whereas personality is based on self-images and self-concepts. • Behavioristic segmentation divides customers into groups based on their knowledge, attitude or behavior towards a product and its attributes. This may involve differentiation by purchase-occasion, by user status (i.e. non-user, ex-user, and first time user), usage rate and benefits sought. [...]
[...] Nevertheless, a solution was always found to respond to the questionnaire (scan or paper print) regardless of the time spent to try and help Characteristics of the Sample The survey was to be carried out among 269 seniors, both male and female. Because the intent of the research was to understand expectations and behaviors of the French seniors for tourism it was important to obtain the maximum number of answers from persons over 50 which corresponded with the boundary definition defined for this research. [...]
[...] Opportunities and Limitations of Targeting the Grey Segment: Example of the French Tourist Industry List of Contents 1. Introduction Background The “Grandpa-Boomers” Generation A New Senior with Specific Way of Life and Values Justification Few Tourism Professionals Try to Understand the Senior Market Research Questions Research Objectives Significance of the Research Literature Review Theoretical Segmentation Market Segmentation Market Segmentation Definition Methods of Market Segmentation Criteria for Market Segmentation Market Segmentation Software Tools Market Targeting Journals - Publications Grey Boomer Senior Tourism Tourism in France Senior Tourism Segmentation Profile-Values Segmentation Methodology Objectives of the Research Type of Research Design Interview Survey General Characteristics Online Survey – Problems Encountered Characteristics of the Sample Characteristics of the Survey Part One of the Questionnaire Part Two of the Questionnaire Part Three of the Questionnaire Pilot Test Data Types of Variables - Definition Variables Identification Data Analysis Procedures Threats of Validity Results Analysis The French Senior Tourism: A Real Market Behaviors and Expectations of French Seniors for Tourism Travel Motives Among Seniors Attitude of Seniors Towards Advertisement and Internet Use for Tourism Profile-Values Segmentation of French Seniors Trends in Seniors' Behavior Limitations Further Research Recommendations Marketing implications Conclusions References Bibliography Appendices 45 A1 Population Pyramid of France 45 A2 World Tourism Data and Vision 46 A3 Questionnaire 47 A4 Example of a Respondent Questionnaire 49 A5 Results of Nonseniors Respondents 51 A6 Seniors' Appreciation of Tourism Advertisements 53 A7 Trends in Seniors' Behavior 55 A8 Information and Data Analysis 61 List of Figures and Tables Figure 2.1 : Spending of tourists in France in Figure 2.2 : Departure rate of French seniors for personal trips 12 Figure 2.3 : Breakdown by age group of nights spent in second holiday home for personal trips or vacations 13 Figure 4.1 : Evolution of French demographic structure from 1950 to Figure 4.2 : Number of trips done in 2006 by French seniors (Survey analysis) 23 Figure 4.3 : Lodging type chosen by French seniors (Survey analysis) 24 Figure 4.4 : French seniors' tourism activities (Survey analysis) 27 Figure 4.5 : French seniors' advertisement satisfaction (Survey analysis) 28 Figure 4.6 : Purpose of Internet usage for trips (Survey analysis) 30 Figure 4.7 : Value which characterize the best a French senior (Survey analysis) 31 Table 2.1 : Trips for personal reasons of French people in Table 2.2 : Type of lodging used by French tourists for trips in France in Table 2.3 : Reservation of trips by French tourists in Table 2.4 : Activities of French tourists during their trips or vacations in Table 2.5 : Number of personals trips of French tourists in 2006 by age group 11 Table 2.6 : Activities of French tourists by age group during their trips or vacations in Table 2.7 : Main characteristics of Senior Strategic Profile-Values segmentation 15 Table 3.1 : Details of the sample 18 Table 4.1 : Type of trips (Survey analysis) 23 Table 4.2 : Mode of reservation of the trip (Survey analysis) 24 Table 4.3 : Lodging type chosen by French seniors (Survey analysis) 25 Table 4.4 : Expectation of French seniors for lodging (Survey analysis) 26 Table 4.5 : Elements of decision making for a leisure trip (Survey analysis) 28 Table 4.6 : Travel catalog expectation (Survey analysis) 29 Table 4.7 : Internet use for tourism (Survey analysis) 29 Table 4.8 : Internet site expectation for tourism (Survey analysis) 30 Table 4.9 : French seniors Profile-Values segmentation (Survey analysis) 32 Table 4.10 : Seniors' trip reservation by profile-values segments (Survey analysis) 32 Table 4.11 : French seniors' behavior differences by profile-values segments (Survey analysis) 33 Table 4.12 : French seniors' profile-values segments discriminative behaviors (Survey analysis) 34 Abstract Purpose - Intend to improve the knowledge base concerning the growing senior population. [...]
[...] B. (1995), “Travel Interests among Special Seniors: Continuing Care Retirement Community Residents”, Journal of Travel and Tourism Marketing pp. 93-98. Collis, J. & Hussey, R. (2003),”Business Research”, Houndmills: Palgrave Macmillan. Creswell, J.W. (2003), “Research Design: Qualitative and Quantitative Approaches”, Thousand Oaks: Sage. Dann, G. (2000), “Senior Tourism and Quality of Life”, 3rd International Conference on Senior Tourism Lisbon INATEL and WTO. Davies, C. [...]
[...] What are you waiting for from a travel catalog? : Photos Details of services Legibility Testimony 10. Do you use Internet? : Yes No, if so go to question 12. for Reservation Photos (hotel –plan . ) Price comparison Information 11. What are you expecting from an Internet site? : Easy of use Legibility Quality of information Photos Part C 12. What is among these values the one which characterize you the best? Freedom Individualism Achieve your dreams Improvement of yourself 13. [...]
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