Age- and Gender-Based Market Segmentation

Age- and gender-based market segmentation studies have appeared frequently in the travel literature. The authors examined the implicit assumptions made in previous age- and gender-related studies. In addition, a well-established marketing theory was employed to compare age- and gender-based market segments. The findings indicate that the two age (senior vs. younger) and gender segments are heterogeneous and provide different measurement reliabilities. However, the decision making process of the different age and gender groups was the same. The findings and implications are discussed.