Market dynamics: three‐“S” tourism and the mature single lady

Abstract

The crisis which the three‐“S” resorts face is their manifest incapacity to respond to the new demands placed on them by the market‐conscious, experienced, well‐travelled tourist of the twenty‐first century. An increasing proportion of these “mature tourists” is over 55 years of age and female. The tourist industry must adapt to the different requirements of this population.