Análisis de la edad cognitiva como criterio de segmentación del turista mayor

  1. Mauro, Ricardo Miranda Barreto
  2. González Fernández, Ana María
Aldizkaria:
Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales
  1. Placer Galán, José Luis (coord.)

ISSN: 1699-9495

Argitalpen urtea: 2010

Zenbakien izenburua: Studia mercatoria legionensia: Miscelánea de Marketing

Zenbakia: 1

Orrialdeak: 91-122

Mota: Artikulua

DOI: 10.18002/PEC.V0I2010.766 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales

Garapen Iraunkorreko Helburuak

Laburpena

La denominada tercera edad constituye uno de los segmentos de mercado más atractivos para la industria turística en las economías desarrolladas del siglo XXI. Este grupo, cada vez más numeroso, cuyos individuos están en plenitud de facultades y con una disponibilidad adquisitiva considerable, no puede ser tratado como un conjunto homogéneo en términos demográficos, psicológicos, ni comportamentales. Realizada una revisión de la literatu- ra sobre los diversos criterios empleados para la segmentación del mercado de mayores, el presente artículo plantea un modelo de medición del constructo "edad cognitiva", como alternativa a la edad cronológica, variable tradicionalmente utilizada para diferenciar a los mayores, con la finalidad de determinar si existen diferencias significativas entre ambas. El objetivo de esta investigación es, por lo tanto, comprobar si existen divergencias entre las edades cognitivas y cronológicas de las personas mayores, en el caso de que se contraste positivamente esta hipótesis, se justificaría la importancia de utilizar dicha variable en el proceso de segmentación de las personas mayores. Una vez realizada la segmentación se analiza el efecto de la edad cognitiva sobre el comportamiento turístico de los mayores como turistas en los viajes de larga duración. Con la finalidad de alcanzar estos objetivos y una vez recopilada la información, se emplean un conjunto de técnicas estadísticas multivariantes que permitirán contrastar las hipótesis.

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