Makale Adı
Silver-Grey’s Thermal Tourism Experience: Benefit-based Market Segmentation of 65+ Consumers within Geronto Marketing
Dergi Adı
Researches on Multidisciplinary Approaches
Yazar(lar) Adı ve Soyadı
Seda Uğur Çilkara, Süreyya karsu, Meltem Nurtanış Velioğlu
DOI Numarası
https://doi.org/10.5281/zenodo.18639356
Açıklama / Tanıtım
The aging of the world population directly affects
pected
benefits of 65+ customers from thermal tou
many social, economic, and human dynamics. It is
rism
market.
essential to study the behavior of elderly consu
Eight market segments were identified through
mers
and conduct scientific research on the elderly
analysis and are named as follow:
market. In this context, the study aims to determi
Holiday/Rest/Fun Benefit Expecters, Physical Health
ne
the benefits expected from thermal tourism by
Benefit Expecters, Socialization/Companionship Be
consumers aged 65 and over (65+) on the basis of
nefit
Expecters, Escape from Routine Benefit Expe
geronto marketing, to segment the 65+ consumer
cters,
Physical Relaxation Benefit Expecters, Nature
market based on their benefit expectations, and to
Benefit Expecters, Spiritual Relaxation Benefit Expe
recommend marketing strategies for each market
cters,
Physical Cleansing Benefit Expecters. Within
segment to marketing academics, businesses, and
the scope of the determined market segments mar
policy makers, thus filling an important gap in the
keting
strategy recommendations were presented
literature.
to relevant parties.
Phenomenological design was used to conduct the
study and focused on consumers aged 65+ who re
ceived
services from thermal tourism establishments
operating in Bolu, Türkiye, during the research peri
od.
Data were collected through in-depth interviews
with 71 participants. The analysis identified the ex