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Journal of Vacation Marketing, Vol. 13, No. 2, 165-179 (2007)
DOI: 10.1177/1356766707074739
© 2007 SAGE Publications

Mature travelers to Thailand: A study of preferences and attributes

Michael Vieregge

University Centre ‘César Ritz’, Switzerland, César Ritz Colleges, 1897 Le Bouveret, Switzerland Tel: +41 (0)24 482 82 82; Fax: +41 (0)24 481 88 99; michael.vieregge{at}ritz.edu

Piyaporn Phetkaew

Chaweng Garden Beach Hotel, island of Koh Samui, Thailand

Srikanth Beldona

University of Delaware; HSMAI

Shelly-Ann Lumsden

Hospitality Financial and Technology Professionals (HFTP)

Fred J. DeMicco

HRIM, University of Delaware

As the median age of populations of countries in the West rises, the viability of mature travelers as a market segment is increasing significantly. Thailand has been a very attractive destination for travelers from the West. This study evaluates preferences and attributes of hotels and the destination as a whole using a sample of visitors to Koh Samui in Thailand. The study finds significant differences in hotel and destination preferences based on gender, profession, nationality and age. Theoretical and practical implications are discussed.

Key Words: destinations • hotels • mature travelers • preferences • segmentation • Thailand


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