Are generational values and particularly those of Best Agers a relevant segmentation criterion in the study of the travel market? / Louise MACIA / 2018

Titre : Are generational values and particularly those of Best Agers a relevant segmentation criterion in the study of the travel market? Type de document : Mémoire Auteurs : Louise MACIA Année de publication : 2018 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management SEGMENTATION ; VOYAGE TOURISTIQUE ; SENIOR ; COMPORTEMENT DU CONSOMMATEUR Résumé : This research was conducted to understand if generational belonging creates real differences in the French travel market. This question seems crucial in view of the expansion of the world population over 60 years of age and in view of the purchasing power of the generation of Best Agers (those over 50). Indeed, this generation, more and more important on the economic level, becomes the generation to target for the various sectors of consumption. This is why a quantitative study was conducted among 106 French people: 49 from the Best Agers generation and 52 from Generation Y (born between 1980 and 1996). The objective of this study is to identify the different motivations, attitudes and behaviors of ageing travelers compared to those of generation Y and to conclude on the importance of generational value in the travel market and to admit or not that generational segmentation is a good strategy to adopt for the different players in this market. All the results were analyzed via the SPPS software using descriptive tests that allow significant links to be established between the various variables identified Note de contenu : Bibliogr. p. 22 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485322