Market Segmentation of New-Age Elderly Thai Tourists for Domestic Tourism

Main Article Content

Salitta Saribut
Nuttapol Assarat

Abstract

Thai Tourists for domestic tourism. The samples were 420 Thai tourists aged between 60-80 years old residing in four provinces, namely Bangkok, Nakhon Ratchasima, Khon Kaen and Chiang Mai. The market segmentation was divided using A Posteriori Segmentation with three operational processes as follows: 1) to explore data from the group of senior samples using the questionnaire containing the questions adapted from NAVO scale; 2) factor analysis; and 3) cluster analysis.


The results from factor analysis can identify the data obtained from the set of questions developed from NAVO scale as seven factors, namely ‘Self-control’, ‘Lack of confidence’, ‘Consciousness when making decision’, ‘Daring do adventures’, ‘Life satisfaction’, ‘Enjoying shopping’, and ‘Acceptance of aging’. In addition, the results of cluster analysis can identify market segmentation of the New-Age Elderly Thai tourists into five groups. There were 80 samples (19.05 percent) in the first group who evaluated themselves as being concerned when facing with problems and therefore, named themselves as ‘The Concerned’. The second group was accounted for 67 samples (15.95%) who evaluated their own value as understanding with their lives and accepting aging and thus, named themselves as ‘The Accepted’. The third group contained 93 samples (22.14 percent) which they evaluated their own values as daring to face with changes and therefore, named themselves as ‘The Versatile’. The fourth group was consisted of 91 samples (21.67 percent) which they evaluated themselves as ones who strive to live and thus, named themselves as ‘The Young-at-Heart’. Lastly, the fifth group contained 89 samples (21.19 percent). This group evaluated themselves as those whose all actions require consciousness in order to get over any problems and hence, named themselves as ‘The Conscious’.

Downloads

Download data is not yet available.

Article Details

How to Cite
Saribut, S., & Assarat, N. (2019). Market Segmentation of New-Age Elderly Thai Tourists for Domestic Tourism. Journal of Management Science Chiangrai Rajabhat University, 14(2), 16-41. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/121272
Section
Research Articles
Author Biographies

Salitta Saribut, คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี

Ph.D.(Marketing), Rajamangala University of Technology Thanyaburi, Thailand (2017). Currently an Assistant Professor in Department of Marketing, Faculty of Business Administration, Rajamangala University of Technology Thanyaburi.

Nuttapol Assarat

Doctor of Philosophy (Marketing), Hitotsubashi University, Japan (2008). Currently an Associate Professor
of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University.

References

Anil, M., Sherman, E., & Schiffman, G. L. (1998). Opportunities for marketing travel services to new-age elderly.The Journal of Services Marketing. 12(4) 265-77.

Barak, B. & Gould, S.(1985). Alternative age measures: a research agenda. Advances in Consumer Research. 12.53-58.

Barak & Stern, (1986). Subjective Age correlates: A Research Note. 18.64-65.

Benny Barak & Leon G. Schiffman. (1981). Conitive Age: a Nanchronological Age Variable. In Na-Advances in consumer Research Volume 08, eds. Kent B. Monroe, Ann Abor, MI: Association for Consumer Research. 602-606.

Bieger, T. & Laesser, C. (2002). Market segmentation by motivation: the case of Switzerland. Journal of Travel Research. 41(1) 68-76.

Bloom, J. (2004). Tourist market segmentation with linear and non-linear techniques. Tourism Management. 25.723-733.

Dolnicar, S. (2002).Review of data-driven market segmentation in tourism. Journal of Travel and Tourism Marketing. 12(1). 1-22.

González, A. M., Rodríguez, C., Miranda, M.R., & Cervantes, M. (2009). Cognitive age as a criterionexplaining senior Tourists’motivations. International Journal of Culture, Tourism and Hospitality Research. 3.148-164.

Koc, E. & Altinay, G. (2007). An analysis of seasonality in monthly per person touristspending in Turkish inbound tourism from a market segmentationperspective. Tourism Management. 28. 227-237.

Kotler, P., Bowen, J. & Makens, J. (2003). Marketing for hospitality and tourism. Upper Saddle River, NJ: Pearson Education.

Leon G. Schiffman & Elaine Sherman. (1991).Value orientations of New-age Elderly: The coming of an ageless market. Journal of Business Research. 22(2). 187-194.

Li, M. (2007). Modeling the travel motivation of Mainland Chinese outbound tourists. ProQuest. 97-101.

Lopes, S.D.F., Boubeta, A.R., & Mallou, J.V. (2009). Post hoc tourist segmentation with conjoint and cluster analysis. Revista de Turismo y Patrimonio Cultural. 7(3). 491-501.

Mathur, A., Sherman, E & Schiffman, L. (1998). Opportunities for marketing travel services to new-age elderly. Journal of Services Marketing. 12(4). 265-277.

Mazanec, J. A. (2000). Introduction: reports from the second symposium on theconsumer psychology of tourism, hospitality and leisure (CPTHL). Tourism Analysis. 5. 64-68.

Mazanec, J. A. (2000).Market Segmentation, In: Jafari, J. (ed.) Encyclopedia of Tourism. Routledge, London. 84-89.

Mok, C. & Iverson, T. J. (2000). expenditure-based segmentation: Taiwanese touriststo Guam.Tourism Management. 21. 299-305.

Online Manager (2017). Elderly tourists market with more than two-hundred thousand million baht financial spreading.
(online). Search12/6/2017, from https://www.manager.co.th/Campus/ ViewNews.aspx?NewsID=9600000001108. (in Thai)

Park, D-B. & Yoon, Y-S. (2009). Segmentation by motivation in rural tourism: a Korean case study.Tourism Management. 30. 99-108.

Perdue, R. (1996). Target market selection and marketing strategy: the Colorado downhill skiing industry. Journal of Travel Research. 34(4). 39-46.

Pesonen, J. A. (2012). Segmentation of rural tourists: combining push and pull motivations. Tourism and Hospitality Management. 18(1). 69-82.

Pimonsompong, C. (2005) Tourism market planning and development. Bangkok:Faculty of Humanity, Kasetsart University. (in Thai) 76-80.

Prompak, C. (2013). The entering into aging society of Thailand. Academic Department, Office of Senate Secretary, 3(16), 1-7. (in Thai)

Rattanapitoonchai, J. (2014). Aging tourist market: new opportunity, Thai grows for AEC. Bangkok Business. 153, 3. (in Thai)

Rubin, D.C. & Berntsen, D. Psychonomic Bulletin & Review. (2006) 13. 776.

Saribut, S. (2018). Using correspondence analysis to explore the relationship between information sources and elderly tourist segments.Modern Applied Science. 12(5). 89.

Saribut, S., Na-Nan, K., & Assarut, N. (2017). The effect of previous experience and travel motivation on behavioral intention: moderating the influence of the New-age Elderly of an emerging country. International Journal of Applied Business and Economic Research. 15(10).103-120.

Schiffman, G. L. & Sherman, E. (1991). Value orientations of new-age elderly: the coming of an ageless market. Journal of Business Research. 22(2). 187-94.

Sherman, E., Schiffman, G. L., & Anil, M. (2001).the influence of gender on the New-age Elderly’ s consumption orientation. Psychology & Marketing . 18(10). 1073-89.

Suttipatranon, P. & Chainirun, P. (2015). Building of the tourism marketing strategy: case study of tour operating business, Thailand-Laos friendship bridge, Nong Khai province. Journal of Management Science Chiangrai Rajabhat University. 10(2). 64-69. (in Thai)

Suwichai Lertchaimanoch et. al. (2018). AWUSO Society 4.0 Kaewai Huajai-yang-kaow. (online) Search 12/6/1017 from https://drive.google.com/file/d/1ttnk7cKth9N-jmL1cJE V6wD4ss3jybFD/view(in Thai).

Teuscher, U. (2009). Subjective age bias: A motivational and information processing approach. International Journal of Behavioral Development. 33(1). 22-31.

TGRI. (2014). Annual report situation of the Thai elderly 2012. Thailand. (in Thai)

Tkaczynski, A., Rundle-Thiele, S.R., & Beaumont, N. (2009). Segmentation: a tourism stakeholder view.

Tkaczynski, A.& Rundle-Thiele, S. R. (2010). Event segmentation: a review and research agenda. Tourism Management. Volume 32, Issue 2, 426-434.

Treguer. (2002). Marketing: Marketing, Communicationg and Selling to the Over 50s Generations.

Wedel, M.& Kamakura, W. A. (2002).Market segmentation:conceptual and methodological. Boston:Foundations, Kluwer Academic Publishers.

Wong, M., Cheung, R., &Wan, C. (2013). A study on raveler expectation, motivation and attitude. Comtemporart Management Research, 9(2). 169.

Zupančič, M., Colnerič, B. in Horvat, M. (2011). Subjective age over the adult lifespan. Suvremena Pslhologija. 14(2). 135-151.