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Nature-based
travellers are usually assumed to be a homogeneous group of
travellers, but several studies have begun to identify certain
different segments in this market. The purpose of the current
study was to identify differences and similarities in the
senior nature-based traveller market, and to assess whether
there is more than one segment within the senior market for
nature-based travel. The study was conducted in the United
States and included seniors 55 years of age or older. The
mail survey method generated data that supported the contention
that psychographic segments are useful to differentiate the
senior nature-based market. Also, the study revealed that
there are distinct segments within the senior market that
are very useful to marketers of nature-based travel products.
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