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Opportunities for marketing travel services to new‐age elderly

Opportunities for marketing travel services to new‐age elderly Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one that is superior for partitioning the market for services like leisure travel than the traditional age‐based segmentation approach. Marketing strategy implications of the findings are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Opportunities for marketing travel services to new‐age elderly

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References (19)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049810226946
Publisher site
See Article on Publisher Site

Abstract

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one that is superior for partitioning the market for services like leisure travel than the traditional age‐based segmentation approach. Marketing strategy implications of the findings are also discussed.

Journal

Journal of Services MarketingEmerald Publishing

Published: Aug 1, 1998

Keywords: Market segmentation; Marketing strategy; Older consumers; Services marketing; Travel; Value

There are no references for this article.