Marketing Communication in Tourism and The Senior Segment
Marketing Communication in Tourism and The Senior Segment

Summary/Abstract: Demographic trends in European countries are leading to an increase in the average age of consumers of tourism services. This fact is mainly reflected on the demand side. There is a growing demand for specialized services that meet the specific needs of individual age groups, such as seniors, young travellers, families with children and the like. However, patterns of consumer behaviour in individual age segments are also changing dynamically. They are influenced by the growth of living standards, education, massive use of information technologies, flexibility of working hours and also travel experience. Today's seniors have a significant share and influence in the tourism services sector. They are characterized by their desire to stay young for a long time, to be active, to know new places, to gain new knowledge, etc. These characters are reflected in the form of how they spend their holidays. The topic of health protection and healthcare has always been urgent, very important and intensively discussed in the senior segment. Especially during a pandemic, it is necessary to sensitively assess the content of the communication message for different segments of seniors with regard to their needs, preferences and current life situation.

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