Personal Values and Media Usefulness of Mature Travelers

Abstract

This study expands our understanding of the mature market by investigating the importance of nine personal values and the usefulness of 19 media sources in a travel context. Findings from a survey of 235 travelers are reported. Results suggest that the three dominant values are Self-Respect, Warm Relations with Others, and Security. The most useful media sources include recommendations from family/friends, feature stories in mass media, and quasi-governmental outlets. Implications for marketing professionals and future research are offered. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: <getinfo@haworthpressinc.com> Website: <http://www.HaworthPress.com>

Using Correspondence Analysis to Explore the Relationship Between Information Sources and Elderly Tourist Segments

“…This conformed to the research of Capella and Greco (1989) who found that the most important sources of tourism information that helped the elderly to decide on their holiday destination is their family. This was the same as the study of Fall and Knutson (2001) who found that the most beneficial source of travel information for the elderly was word of mouth from friends and family which was aligned with the study of Patterson (2007) who studied the information sources used by the elderly to decide on their travel destinations in which they seemed pay attention to word of mouth and personal experiences.…”

“…Research by Capella and Greco (1998) studied a sample group aged over 60 years old in the middle part of New York and found that the most important sources of information that helped elderly to set up their holiday destinations are first, family, second, from past experiences, friends, magazines, TV, consumer publications, direct mail, point of purchase displays, neighbors, radio, and tour agents respectively. The study by Fall and Knutson (2001) found that the top beneficial sources of information for aging tourists are continual suggestions from friends and relatives, second, from TV travel programs, brochure/direct mail, government tourism media, articles in newspapers, articles in magazines, car clubs, internet websites, travel agents, TV advertisements, newspaper advertisements, product exhibitions, magazine advertisements, radio spots and CD-Roms respectively. The research by Kim et al ) 2007 ( aimed to check the relationship between the travel motivation and the information searching behavior of the tourists in three segments.…”

Does gender affect media choice in travel information search? On the use of mobile Internet

“…As a result, research on Internet use in tourists' media choice has steadily increased, and has received much attention from both academics and practitioners. Fall and Knutson (2001) examined perceived media usefulness among mature travelers, and found that 27% of respondents (older than 55) considered Internet websites very useful in making travel decisions. Their results indicate that feature stories in magazines, newspapers, and television are very useful, especially in determining travel destination, with word of mouth (WOM) the most influential.…”

Segmentation of Special Event Attendees Using Personal Values

“…More recently, Blamey (1997) noted that personal values are relevant across different situations and their limited number makes them economical measures in the field of psychographics and marketing. Some researchers, including Fall (2001) and Muller (1991;2000), have investigated personal values within the context of tourism. Fall (2001), for example, highlighted the role of personal values in marketing communications and found that travellers' hedonic and achievement personal values influenced the use of interpersonal media sources.…”

“…Some researchers, including Fall (2001) and Muller (1991;2000), have investigated personal values within the context of tourism. Fall (2001), for example, highlighted the role of personal values in marketing communications and found that travellers' hedonic and achievement personal values influenced the use of interpersonal media sources. Muller (1995) investigated the role of personal values within the context of destination marketing in relation to tourists' beliefs about the security, recreational and avoidance aspects of a visit to a destination.…”