Marketing Research Proposal Baby Boomer Traveling Tendencies Approaching Retirement

摘要

They are the generation born within twenty years after World War II ended. They are more educated, more affluent and harder working then the generations that preceded them and they represent one third of today's population in Canada. Existing research shows that baby boomers travel more than their predecessors, they want to have fun, demand immediate gratification and consider travel a necessity, not a luxury. Statistics Canada estimates that 40% of baby boomers traveled domestically last year representing roughly 53% of total domestic traveling expenditures. Adventure tourism and discovery travel have recently been defined as two niche markets for many active baby boomers who are opting for more excitement, challenges and adrenaline driven activities or new learning experiences, personal growth and discovery of different cultures. What then, are the psychographic factors linked to these two types of travel and why is travel such an important aspect of baby boomer's lives?