Tourism and Hospitality Marketing: Baby Boomers and Consumer Behavior

Tourism and hospitality marketing
Student Name
2/9/2019

Tourism and Hospitality marketing 1
Contents
Introduction....................................................................................................................3
Purpose of the assignment..........................................................................................3
Tools use in the assignment.......................................................................................3
Outcome of the assignment........................................................................................3
Part A.............................................................................................................................3
2.1 Introduction..........................................................................................................3
Introduction to baby boomers................................................................................3
Key features...............................................................................................................4
Key trends..................................................................................................................4
2.2 Analysis of baby boomer generation....................................................................4
Application of segmentation, targeting, and positioning.......................................4
Selecting an effective market segment...................................................................7
Impact towards hospitality and travel industry......................................................7
Part- A Question 2..........................................................................................................8
3.1 Buyers Decisions Process....................................................................................8
(Source: Poulston, J., & Yiu, 2011).......................................................................8
What is customers’ behavior..................................................................................8
A Model of Consumer Behavior............................................................................9
Consumer buying behavior model...........................................................................10
Factors influencing buying behavior........................................................................11
..................................................................................................................................11
..................................................................................................................................11
3.2. Selection of a destination for your next vacation..............................................12
Application of model with example.........................................................................12
4. Part B........................................................................................................................13
4.1. Introduction to the research...............................................................................13

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Why observational?..................................................................................................13
4.2. Problem definition and research objectives......................................................13
Problem Definition:..............................................................................................13
Research Objectives:............................................................................................14
SMART Principle:...............................................................................................14
4.3. Data collection methods....................................................................................15
Research Questions..............................................................................................15
Data collection intervals.......................................................................................16
4.4. Findings and analysis of data collection...........................................................17
4.5. Conclusions.......................................................................................................17
Recommendations....................................................................................................17
Part B............................................................................................................................18
5.1. Introduction, location and business...................................................................18
5.2. Internal and external analysis............................................................................18
PESTEL Analysis.................................................................................................18
SWOT Analysis...................................................................................................20
5.3. Segmentation, targeting, and positioning of the business.................................21
5.4. Marketing mix strategies 4P’s or 7P’s..............................................................22
5.5. Conclusions.......................................................................................................22
Recommendations....................................................................................................23
6. References............................................................................................................23

Tourism and Hospitality marketing 3
Introduction
Purpose of the assignment
The main drive of this task is to create learning about the travel, holiday business, and
hospitality-marketing sector. In this assignment, we got to know about the baby boomers
generation. There key trends, features and the global impact over the hospitality sector. How
baby boomers segmentation and positioning strategies are broadly explained in concern with
tourism and hospitality sector (Evans, Stonehouse, & Campbell, 2012).
Tools use in the assignment
Then the further explanation goes on to the opportunities and threats and the entire
impact on hospitality and travel industry. Moreover, another part highlights about our self-
owned restaurant objectives, how efficient the staff is? For that, different method analysis is
done in order to gather data and lastly, the suggestion for the same are suggested (Alén,
Losada, & Domínguez, 2016).
The outcome of the assignment
Another part of the project highlights about the self-owned organic restaurant for
which what all opportunities, threat, strength, and weaknesses are listed below other than this
the border aspect in concern with the target market and how the current business deals with it.
In this, the company introduction, with the proper analysis in the shopping areas are also
included with know more about the market (Eckhardt, 2013).
Part A
2.1 Introduction
Introduction to baby boomers
Baby boomers are categorized into a generation in between 1946 to 1964, as they
having a significant impact over the economy. These people were born right after World War
2. They all were born when the United States that was both financially prosperous and
socially turned on its head. Moreover, this growth was all because of their parents the greatest
generation. The characteristics, which the baby boomers possess, are individualist, selfish,
cynical, pessimistic, and socially responsible (Gardiner, Grace, & King, 2014). Moreover,

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this generation is very much hard working and along with this, they also having a strong
desire to enjoy a higher quality of life Brown, et al, 2017).
Key features
The key features of the baby boomers in the context of the travel and hospitality
industry are that they are not too old and actually, they see themselves as being forever
young. Along with this, they are also tech savvy as millennials, who know how to access
technology and value face-to-face interactions more than the other generations (Monhollon,
2013). For them traveling is a necessity not for luxury purpose. Another unique attribute in
the context of baby boomer is that their major focus is on their family (Glover, 2010).
Key trends
Leaving a legacy:
The most common factor, which baby boomers generation and the earlier shares, is
the desire to leave a legacy. This generation is in better economic position than the children
are which lies in the x generation hence by doing this they want to share their experiences
that will enrich their entire family (Huang, & Petrick, 2010).
Challenging the old assumptions:
The main motive of baby boomers is that they never consider themselves old, with the
age of 40-60 which are already retired or approaching to be retired feels that they have much
time, energy and funds to explore and adopts the do new things (Hilt, & Lipschultz, 2016).
2.2 Analysis of baby boomer generation
The baby boomer generation highlights about their community involvement, they
work hard to earn prosperity, they were confident to do any tasks, also work harder to reduce
conflicts and sought a more pleasant way to communicate. Along with this, they also
maintain a positive attitude and are goal oriented which understands the pressure of failure
and work even harder to achieve the goals, which are set out (Smith, 2014).
Application of segmentation, targeting, and positioning

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(Source: Optimove, 2019)
The STP model is popular for highly effective and measurable which is used for
retaining guests. Advantage related to the STP model is to know more about your guests’
behavior, and the ability to prioritize the efforts towards the revenue goals.
Different segmentation strategies
Market segmentation is the procedure to classify the most commercial strategy. As it
is crucial for every guesthouse since segmentation, policy notifies entirety from forecasting to
the valuing strategy. As segmentation of the baby boomers, generation is done into five
subgroups, which are based on their attitude, behavior.
First, one is the status seekers, which are categorized as materialistic, and feels
currency is the finest measures of the achievement. They are more willing to pay for the
brand names because they want to enjoy the finer things in life. For this, the hotel and the
hospitality industry generates more luxury facilities for their guests so that they feel more
relaxed and can fulfill their demands and status requirements.
Secondly, the traditionalist those are conservative governmental, economic and
social views. They having traditional outlooks and beliefs system and are recognized for
Segmentation
Status Seeker Traditionalists Activists Achievers