CiTUR - Livros (capítulos)

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Repensar el marketing estratégico de la ciudad: Análisis del comportamiento de los portugueses seniors en el contexto del turismo de ciudad
Publication . Martins, Rui; Moral, Alejandro del; Schön, Michael
The main objective of this study is to understand the behavior of tourists aged at 55 years or more (seniors) in the context of city tourism, and how knowledge of such behaviors can contribute to the construction of the "city brand" strategy. Knowing that the aging of the population is an irreversible trend worldwide and considering the growing importance of the senior segment tourists (due to its greater financial capacity and leisure time availability) for the economy of countries, regions and cities. The methodology applied in this study consisted in a survey with a sample of 426 valid senior tourist respondents in Portugal, to analyze the role played by the motivations of this tourism segment when they make a city-break.
2020Book part Open access Show more