The next big thing, silver tourism : a study of travel motivations and behaviours of Singaporean baby boomers.

• Main Authors: Chong, Shoulian., Teo, Swee Huang., Chua, Joyce Wen Qi.
• Other Authors: Joan C Henderson
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/43672
• Institution: Nanyang Technological University

With rising affluence amongst the Baby Boomers in Singapore, there has been an increase in targeted marketing towards this group. This research examined their travel motivations and decision-making behaviours. In executing the fieldwork, 201 questionnaires were gathered through door-to-door surveys and our personal networks. We identified that the main reasons for not travelling were mainly due to time constraints faced by the respondents and their preferred travel companions. On the other hand, those who had travelled regularly were greatly motivated by the following factors, in order of importance: personal reward, sociability, knowledge-seeking and social status. Comparisons among the age groups were also studied. One obvious difference identified was that the Baby Boomers between 45 and 55 years old preferred travelling in comfort more than those aged above 55 years old. We further examined their preference of marketing messages and found divided preferences on senior-centric marketing messages amongst these Baby Boomers Consequently, it is crucial for tourism industry practitioners to cater to these motivations and behaviours in order to better attract this important consumer group. For instance, they could alter marketing messages to emphasise on the ability to reward the travellers and to allow them to spend quality time with their family and friends.