PurposeThe purpose of this study is to identify the profiles of current senior travelers using accurate segmentation criteria based on ageing and behavioral tourism variables, shown to be useful in gerontology, marketing and tourism marketing literature.Design/methodology/approachA self‐complete questionnaire was administered to a work status‐based quota sample of 300 senior consumers (retired people aged 50‐76). Using behavioral variables, cluster analysis was performed. The clusters were then profiled using a discriminant analysis, involving demographic, ageing, and also some behavioral variables not included in the initial analysis. Finally, the current tourism offers were studied, considering the segments characteristics revealed.FindingsFour distinct segments have been identified. Each segment differs considerably from one another on a set of variables, including consumer behaviors variables.Research implicationsThis paper fills a research gap, outlined by several previous researchers in the senior consumer field, by identifying the current travel motivations of seniors and the role of subjective ages in the consumption of tourism.Practical implicationsThe paper provides dedicated tools to better understand the senior market. It also provides practical guidance for tourism companies to improve their current offer, better target and better satisfy each senior segment.Originality/valueThis research provides the first known tourism French senior market segmentation. It also reveals an interesting (discriminant) segmentation variable for the senior market: the discrepancy age, which has until now been neglected in senior studies. Finally, it addresses an issue linked to one of the major current opportunity markets, i.e. the senior market, for one of the most important service industries, i.e. the tourism industry.
La confiance qu'accordent les individus aux associations de consommateurs pour protéger leurs intérêts face aux acteurs marchands est au coeur de la mission consumériste. Il est donc important d'identifier les facteurs sur lesquels repose cette confiance. Les résultats d'une étude qualitative (51 répondants) et d'une étude quantitative (315 individus) montrent que l'intention d'accorder sa confiance à une association de consommateurs dépend du degré de légitimité cognitive, pragmatique et morale qui lui est reconnu. Par ailleurs, l'effet de la légitimité pragmatique sur l'intention de confiance varie selon la vulnérabilité perçue des individus face aux acteurs marchands. En revanche, la vulnérabilité perçue ne modère pas la relation entre la légitimité cognitive ou la légitimité morale et l'intention de confiance dans les associations : elle a une influence directe sur cette variable à expliquer.
Depuis plusieurs années, la position des associations de consommateurs, acteurs historiques du mouvement consumériste, s’est fragilisée. Légitimer leur rôle auprès de leurs publics est pourtant un enjeu majeur de la protection des intérêts des consommateurs. L’objectif de cet article est d’identifier les stratégies de légitimation qui peuvent les y aider. Une étude qualitative permet de dresser un diagnostic sur leur légitimité au travers des représentations et des pratiques de cinquante et un répondants pour s’informer sur les caractéristiques de l’offre et se défendre en cas de litige. Quatre stratégies de légitimation sont présentées, avec les risques inhérents à leur mise en œuvre : accroitre la visibilité des associations de consommateurs, sélectionner des cibles prioritaires, se spécialiser pour gagner en expertise et soutenir les actions collectives.
The aim of this paper is to determine the effect of the perceived age of the model shown in an ad on different variables pertaining to the advertisement's effectiveness, namely attitudes, beliefs and purchase intention. This effect has been examined on two populations – young adults and seniors – taking into account the chronological age of the respondents as well as the subjective age of the seniors. The results show that the model's age plays a crucial role in advertising effectiveness, and that its impact varies according to the respondent's chronological and subjective age. In addition, the closeness of the perceived age of the model to the respondent's actual or subjective age also plays a key role.
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