HOW DO WE GET BABY BOOMERS AND FUTURE SENIORS ON MOTORCOACHES? Academic Article

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 Qubec (APAQ) in Qubec, 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.

authors

• Petrick, James

published proceedings

• TOURISM ANALYSIS

author list (cited authors)

• Hung, K., & Petrick, J.

citation count

• 6

complete list of authors

• Hung, Kam||Petrick, James

publication date

• December 2009

publisher

• Cognizant, LLC  Publisher

keywords

• Baby Boomers
• Marketing Mix
• Motorcoach

Digital Object Identifier (DOI)

• 10.3727/108354209X12597959359338

start page

• 665

end page

• 675

volume

• 14

issue

• 5

URL

• http%3A%2F%2Fdx.doi.org%2F10.3727%2F108354209x12597959359338