Using Consumer Behavior Research to Understand the Baby Boomer Tourist

Abstract

This article focuses on consumer behavior research to better understand Australian baby boomer tourists, although the principles and methods behind this empirical study are equally applicable to the baby boomer tourism markets in the United States, Canada, and New Zealand, all of which experienced a major postwar baby boom. Lifestyle research, using both secondary and primary data, was the principal behavioral research approach enhanced with survey findings on the psychological motivation for vacation travel among baby boomers, as well as their vacation risk perceptions and travel patterns. Three prime-target baby boomer lifestyle segments were identified on the basis of their propensity for pleasure travel, and the three groups were profiled by their travel motivations, risk perceptions, and patterns. Distinct intergroup differences were found, which indicate a need to tailor the development and promotion of new tourism and hospitality products to each segment of boomers. The findings have relevance for marketing to North American baby boomers as well.

How do Australian-based tourism stakeholders perceive the readiness of the aviation industry to handle increasing numbers of baby boomers flying

“…According to Roy Morgan Research (2005), the baby boomer traveller cohort accounted for up to 40% (664 000) of total Australian travellers in the Asia-Pacific region (January-December 2005), spending $AUD4.1 billion. This figure is considerably higher than the one-third estimate by Cleaver et al (2000). Although many of the baby boomer travellers in the Roy Morgan report were found to be budget-conscious, 21% spent $AUD200-$299 per person per day and 22% spent $AUD300.…”

“…Three participants considered that VFR travel could counterbalance the growing age demographics of baby boomer air travellers. Whilst VFR travel was identified by Cleaver et al (2000), Glover and Prideaux (2010) and Xinran et al (2001) as bearing some importance to baby boomer air travellers, there was no discussion in regard to the economic benefits to the airlines of this type of travel.…”

Purchasing Behavior of Tourists Towards Tennessee-Made Products

“…Previous research identified that the 30-55 age group was an important segment to target for tourism products (Cleaver et al, 2000). In addition, the over 55 consumer group represents one of the largest populations in the travel industry (Malley, 1997).…”

Cross-Cultural Segments in International Student Travel: An Analysis of British and Chinese Market

“…the study adopted a push motivation perspective by using a shortened version of the leisure Motivation Scale put forward by Beard and ragheb (1983). the scale has been used in many leisure contexts, successfully employed across a wide range of sociodemographic groups and applied to culturally diverse samples (e.g., Ashton-Shaeffer & Constant, 2006;Cleaver, green, & Muller, 2000;Correia, Silva, & Moço, 2008;Mohsin, 2008;Mohsin & ryan, 2007;Perrett, 2007;ryan & gledon, 1998). Another important strength, which is particularly important in the context of this study, is that the scale has proved to be successful in identifying types or clusters of leisure travelers (ryan & gledon, 1998).…”