Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Key Words
: segmentation, travel motivation, mature market 
INTRODUCTION 
The “graying of America” is a significant demographic trend affecting the United States’ present and future 
course (Moisey & Bichis, 1999). The size of the over-65 population increased by more than 11 times, compared to 
three times among their under 65 year old cohorts. By the year 2030, the older populations (65+) will more than 
double to 71.5 million (Administration on Aging, 2003). Low birth rate, increased life expectancy, and the aging of 
the baby boom generation make the older population the fastest growing portion of the population (Godbey, 1997).
As more people enter their 50s and 60s, mature travelers become more important to the tourism industry, 
and their importance grows as the segment increases in size and wealth (Reece, 2004). Understanding the mature 
market is vital to the success of the travel industry since this market will increase dramatically in the upcoming years 
(Brewer, Poffley, & Pederson, 1995). Today’s mature population is quite different from earlier generations of older 
adults (Harssel, 1994). Older adults have generally made their financial and unobligated time investments in home 
and family, become free from their children’s dependency, and possess a relatively large share of all discretionary 
dollars (McGuire, 1980; Anderson & Langmeyer, 1982; Blazey, 1987; Javalgi, Thomas & Rao, 1992; Reece, 2004). 
The trends toward earlier retirement, an increased participation in active lifestyles and the increase in wealth make 
the mature travel market attractive and promising (Carter & Shipman, 1996).
Today’s mature travel market can be generalized as being “different, diverse and demanding” (Harssel, 
1994, p. 376). It is not a simple task to fully understand this market. Faranda and Schmidt (1999) suggest that 
mature tourism marketers must recognize three critical components: the aging process comprehended from multiple 
disciplines, the acknowledged “heterogeneity and dynamic nature” of the mature market, and the “necessity for 
sound segmentation methods” (p. 24). Therefore, the purpose of this study is to segment mature travelers based on 
their motivations and to profile the similarity and difference between various mature travel market segments 
according to their demographic characteristics and travel preferences.