The Strategic Impact of Country of Origin on Senior Tourism Demand: the Need to Balance Global and Local Strategies

This paper focuses on an understanding of the senior tourism market through an exploration the global-local dimension of international strategies that firms and destinations could implement in order to fit this high growing demand segment. We will argue that this market trend is a global one with an increasing presence in all the continents and in every type of country, from the most advanced to developing countries. This does not mean that the answer to this trend can always be a global strategy, meaning to provide the same touristic product for all seniors in every country. To determine an international strategy it is important to know if the tourism behaviour of seniors, and their motivations and determinants are common internationally; or do they show substantial differences that require a strategic adaptation, depending on the country of origin. To begin exploring this important issue, we decided to undertake exploratory research (Kozak Tourism Management, 23 (3), 221–232, 2002 ; Patuelli and Nijkamp 2015 ) based on a meta-analysis of the literature, to design a model for classifying the variables identified in each country, testing their capabilities so as to be comprehensive, and reflect upon the common denominators that may articulate a global tourism market and the variables that encourage major differences to emerge. Our conclusions found that both dimensions coexist, making it possible to apply both global and local strategies, and preferably transnational approaches. This allowed us to validate our model as an useful tool to summarize previous research and to structure in a holistic way the diverse variables to consider a better understanding of the senior tourism market. Further research is proposed to advance more accurate conclusions.