How do we get baby boomers and future seniors on motorcoaches?

Kam Hung, James F. Petrick

Research output: Journal article publicationJournal articleAcademic researchpeer-review

4 Citations (Scopus)


Corp. The world population is aging. The large number of baby boomers and their substantial consumption power suggests a potential market for tourism businesses. This study investigated how the industry has responded to the change of market. A case study was conducted with the Bus Owners Association of Québec (APAQ) in Québec, Canada to reveal some of the practices that the organization has implemented in order to get baby boomers on motorcoaches. Results of the study suggest that marketers need to closely monitor the changing profile of baby boomers and constantly renovate tourism products/services in order to respond to emerging customers' needs. Based on the case study and past literature, marketing implications on how to effectively target baby boomers and future seniors are suggested.
Original languageEnglish
Pages (from-to)665-675
Number of pages11
JournalTourism Analysis
Issue number5
Publication statusPublished - 1 Jan 2009
Externally publishedYes


  • Aging
  • Baby boomers
  • Marketing mix
  • Marketing strategies
  • Motorcoach
  • Tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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