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This study focuses on the Grey Market (travellers
over the age of 50) who use the Internet on a regular
basis therefore also referred to as Silver
Surfers and in particular for their travel and
tourism decision-making. It identifies experiences
and processes of travel decision-making, analyses the
impact on the use of the Internet as an information
search as well as evaluates the effectiveness of the
Internet in providing information for particular and
not mainstream market segments.
Main findings of this study show a distinct pattern
of behaviour in the travel decision-making process of
this particular market segment as well as what kind
of information they were researching on the Internet.
Most importantly, the respondents do not consider
themselves too different from other (younger) age
groups and even though some of their information
requirements are distinctive, they do not want to be
considered just as the older consumers .
over the age of 50) who use the Internet on a regular
basis therefore also referred to as Silver
Surfers and in particular for their travel and
tourism decision-making. It identifies experiences
and processes of travel decision-making, analyses the
impact on the use of the Internet as an information
search as well as evaluates the effectiveness of the
Internet in providing information for particular and
not mainstream market segments.
Main findings of this study show a distinct pattern
of behaviour in the travel decision-making process of
this particular market segment as well as what kind
of information they were researching on the Internet.
Most importantly, the respondents do not consider
themselves too different from other (younger) age
groups and even though some of their information
requirements are distinctive, they do not want to be
considered just as the older consumers .