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Journal of Vacation Marketing, Vol. 14, No. 3, 237-252 (2008)
DOI: 10.1177/1356766708090585

Exploring tourism experience sought: A cohort comparison of Baby Boomers and the Silent Generation

Xinran Y. Lehto

Purdue University, xinran{at}purdue.edu

SooCheong (Shawn) Jang

Department of Hospitality and Tourism Management at Purdue University

Francis T. Achana

Indiana University-Purdue University in Indianapolis

Joseph T. O'Leary

School of National Resources, Colorado State University

Seniors compose an important segment of the travel and tourism market. With an aging population, and the biggest bulge of `new' seniors beginning to join the mature travel market in the form of Baby Boomers, the question arises as to whether the travel industry and destination organizations fully understand the needs and wants of these aging segments, and whether they are adequately prepared for them. From the perspective of past age-based analysis, what applied to certain age groups yesterday may not now be relevant. Using the Travel Activities and Motivation Survey, this study pursued a comparative assessment of the Baby Boomer generation and the Silent Generation in the tourism experiences sought and actual vacation activities. The findings show that differences in cohort-induced lifestyles and values permeate into vacation experience and activity. It would be unwise to assume that people in similar chronological age and life stages will always have similar travel preferences from generation to generation. The comparison allows the industry to anticipate any changes of emphasis necessary to better serve the up and coming boomer senior travel customer.

Key Words: age cohort • Baby Boomers • senior market • Silent Generation • tourism experience


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