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How do we Get Baby Boomers and Future Seniors on Motorcoaches?

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The world population is aging. The large number of baby boomers and their substantial consumption power suggests a potential market for tourism businesses. This study investigated how the industry has responded to the change of market. A case study was conducted with the Bus Owners Association of Québec (APAQ) in Québec, Canada to reveal some of the practices that the organization has implemented in order to get baby boomers on motorcoaches. Results of the study suggest that marketers need to closely monitor the changing profile of baby boomers and constantly renovate tourism products/services in order to respond to emerging customers' needs. Based on the case study and past literature, marketing implications on how to effectively target baby boomers and future seniors are suggested.

Keywords: AGING; BABY BOOMERS; MARKETING MIX; MARKETING STRATEGIES; MOTORCOACH; TOURISM

Document Type: Research Article

Publication date: 01 December 2009

More about this publication?
  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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