Targeting Seniors Through the Language of Tourism

Abstract

This study focuses on senior tourism in the UK, a country that, unlike most of its European partners, has little or no social tourism providing alternative holiday settings abroad for those experiencing deprivation in the home environment. With all British overseas tourism for the elderly concentrated in the private sector, and with profit being shown a greater consideration than social well being, it thus becomes crucial to investigate just how this type of tourism is promoted. To this end, a comparative content analysis is undertaken of the recent brochures of six of the principal operators: Saga's European and the Mediterranean, Thomson's Young at Heart, Cosmos's Golden Times, JMC's Golden Circle, Airtours? Golden Years and First Choice's Leisurely Days. By highlighting their textual and pictorial imagery, it is possible to discern the main messages that are being transmitted. More specifically, attention is directed toward a number of research issues: sole targeting versus principal targeting of the over 50s, the vocabulary of motive that is employed, the portrayal of destinations and their peoples, the social control exercised over the elderly in holiday resorts and types of activity on offer. Finally, a brief examination is undertaken of the under-representation of certain groups (disabled, gays and minorities) in order to appreciate exactly who is being addressed and in what manner.