老年旅游市场旅游行为分析及开发对策

Senior Tourist Behavior Analysis and the Development of Tourism Market for the Aged

老年人出游一般都是出于注重身体健康、追求知识文化、探亲访友、追求宗教信仰和强调自我实现的旅游动机。老年人可以自由支配的时间充裕,收入支配方面比较自由,消费观念也发生了变化,使老年旅游市场有着巨大的发展空间。当前存在的主要问题是我国老年旅游市场缺少专门为老年旅游者设计的产品,缺乏完善的医疗保障服务,促销策略也较为单一。旅游企业应针对老年旅游者的决策行为、消费行为和购后行为的特征,定制老年旅游产品、提供人性化的服务、采用多样化的促销组合策略,以更好地促进我国老年旅游的发展。

Traveling motivation of the aged includes seeking for fitness and knowledge, visiting friends and relatives, religious purpose and self-value realization. The elderly also have plenty of free time. They are more independent in disposing their income. And their willing- ness to spend more on tour is increasing. As a result, there is great potential for the growth of the tourism market targeting on the old peo- ple. However, the tourism products designed exactly for these people are far from enough. The health care services for them are not com- plete. And the marketing strategy is single. Based on the characteristics of the aged in terms of decision making, consumption and post-purchase behavior, tourism enterprises should create proper tourism products, offer people-oriented services and take diversified marketing strategies for the aged tourism market.