UNDERSTANDING SENIOR TRAVELER’S BEHAVIOR WHEN CONSUMING TOURISM AND HOSPITALITY PRODUCTS

Abstract

The dramatic increase of the number of seniors who undertake tourism activities pose both opportunities and challenges for tourism and hospitality business operators. Like any other groups of consumers, senior segment has specific wants and preferences when consuming travel-related products and services. Thus, it is important for the industry stakeholders to understand the behavior of this segment. This paper aims to examine senior travelers’ behavior and to portray the perspectives of the academia, industry professionals, and government tourism bodies in responding the segment with marketing strategies directed to them.