WOMEN 40+ AS A SEGMENT OF RECIPIENTS OF TOURIST SERVICES

Abstract

Purpose. The aim of the study was to learn about the tourism activity of women aged 40+, including preferred offers, ways of spending time and organisation of trips. Method. The desk research method was used in the study. A review of available secondary data illustrating the tourism activity of women and vacation offers dedicated to women was conducted. The method of diagnostic survey was used as well as the survey technique. The survey was conducted among an unrepresentative sample of 155 women aged at least 40 years. Results. The data of official statistics, from which the women were distinguished, showed that they are active participants in the tourism market. They take domestic and foreign trips for different purposes and in diverse company. There are also more and more travel offers dedicated only to women and they go beyond relaxation at sSpa & Wellness facilities. The results of empirical research have shown that the respondents were quite active in tourism. Most often, they travelled with family or only with a partner, but very rarely alone. Among the most important goals, apart from resting, were cognitive objectives and entertainment, and among the most important factors of trip organisation: the place of tourist reception, company and weather. The most attractive, in addition to trips to the sea, in the opinion of the respondents are active trips to the mountains and the city break. Research and conclusions limitations. A relatively small sample does not give grounds to make generalisations. Practical implications. The research results can be used by tourism organisers to improve the leisure offer for the segment under study. They can also be used as inspiration for further research in this area. Originality. The adopted research problem is not popular among tourism researchers. The research also used its own research tool (questionnaire). Type of work. The article presents the results of empirical research.