Author:
Hung Kam,Petrick James F.
Abstract
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.
Subject
Tourism, Leisure and Hospitality Management
Cited by
6 articles.
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