Personal Values and Media Usefulness of Mature Travelers

This study expands our understanding of the mature market by investigating the importance of nine personal values and the usefulness of 19 media sources in a travel context. Findings from a survey of 235 travelers are reported. Results suggest that the three dominant values are Self-Respect, Warm Relations with Others, and Security. The most useful media sources include recommendations from family/friends, feature stories in mass media, and quasi-governmental outlets. Implications for marketing professionals and future research are offered.