Travel Reference
In-Depth Information
demand patterns and market segments within each generation, there may
be some generation-specific values that are inherent across generations and
thus a generational approach is useful in this context.
Supplying the needs of three or more generations can be a considerable
challenge for tourism organisations. As each generation grows within a par-
ticular social and environmental system their behaviour is shaped by media,
culture and world events (Cooper
et al
., 2008). Modification of tourism
products and services will be necessary to avoid the 'product gap' between
the pre- and post-war generations (Glover & Prideaux, 2009). Differences
in consumption preferences and demand patterns should be considered in
today's market. Continuing to focus on the needs of one generation is likely
to result in a range of products, attractions and interpretation that will
not meet the needs of other generations (Glover & Prideaux, 2009); indeed,
Lehto
et al
. (2008: 237-238) argue that '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'.
Conclusion
With customer service excellence being the differentiator between tourism
organisations, catering appropriately for the family market, in all its
diversity, is unquestionably one of the keys to long-term business survival.
Importantly, value for money rather than lowest price is regarded as an
essential element of the holiday experience (ABTA, 2011). Understanding
who their customers are and how to engage with them is vital for tourism
organisations and the development of multigenerational products and
services to accommodate the needs of the family market is imperative. The
customer service experience, in all its complexity, will determine consumer
perceptions, which will ultimately, through the use of social media, be dis-
seminated globally to interested parties.
As the role of grandparents in the family continues to grow, the tourism
industry will need to consider how to adapt to the needs of extended family
groups. Traditionally marginalised families such as LGBT, single-parent and
ethnic families will also gain increasing recognition as operators seek to
cater for a more diverse range of families. Furthermore, holidays of a shorter
duration, experiential tourism and all-inclusive holidays are likely to remain
popular with the family market due to financial, time and work constraints,
as well as increasing recognition, in the case of experiential tourism, of the
benefits of outdoor recreation and exposure to other cultures. Children in
today's families are the customers of tomorrow and their consumption,
experiences and level of enjoyment will shape the way they structure their
own family holidays in future. The role of children in the family decision-
making process should not be underestimated.
