An Investigation into the Psychographics of Senior Nature-Based Travellers

Abstract

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.