Older Tourist Behavior and Marketing Tools
This book provides an in-depth analysis of the older-tourist market, and of the challenges and opportunities created by population ageing from a tourism marketing perspective, by combining a demand-side and a supply-side approach to older tourists. The bo
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Vania Vigolo
Older Tourist Behavior and Marketing Tools
Tourism, Hospitality & Event Management
More information about this series at http://www.springer.com/series/15444
Vania Vigolo
Older Tourist Behavior and Marketing Tools
123
Vania Vigolo Department of Business Administration University of Verona Verona Italy
ISSN 2510-4993 ISSN 2510-5000 (electronic) Tourism, Hospitality & Event Management ISBN 978-3-319-47734-3 ISBN 978-3-319-47735-0 (eBook) DOI 10.1007/978-3-319-47735-0 Library of Congress Control Number: 2017934450 © Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To my family
Foreword
It gives me great pleasure to commend Vania Vigolo’s new book titled “Older Tourist Behavior and Marketing Tools” to you. The first two parts of this book present a review of older tourists’ behavior, while the third part is aimed at analyzing different companies’ approaches to catering for older tourists. It is pleasing to note that Vania has devoted particular attention to how companies define and segment their market and how they manage their marketing mix. It is timely that Vania has devoted this textbook to an examination of the older and baby boomer travel market. The United Nations (2013) has recognized the fact that the older generation is growing at a rapid rate, and estimated that more than 2 billion people will be aged 60 and older by 2050. This will account for 22% of the world’s population, compared with only 10% in 2000, and this demographic shift will be seen across all continents. Since I wrote the first textbook on older tourists in 2006 titled, “Growing Older: Tourism and Leisure Beha
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