TY - JOUR
T1 - Segmenting the older consumer for online travel
AU - Gonzales, A.
AU - Paliwoda, S.J.
PY - 2006
Y1 - 2006
N2 - Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.
AB - Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.
KW - older consumer
KW - lifestyle segmentation
KW - tourism
KW - internet
KW - online travel
KW - gabriel
KW - moschis
UR - http://tmr.publisher.ingentaconnect.com/content/westburn/tmr/2006/00000006/00000004/art00005
UR - http://dx.doi.org/10.1362/NO_DOI
U2 - 10.1362/NO_DOI
DO - 10.1362/NO_DOI
M3 - Article
SN - 1469-347X
VL - 6
SP - 331
EP - 348
JO - Marketing Review
JF - Marketing Review
ER -