目 录
一、老年旅游市场现状
1.周边游成为老年人最舒适的旅游方式·····················1
2.淡季出游老年人成为了主力军························1
3.老年人关注中心，多为观光和健康养生····················1
4.组团出游成为老年人旅游的首要选择·····················1
5.消费理性是老年人旅游的突出特点······················1
二、老年旅游市场现存问题
1.老年人旅游市场受重视不够，服务及产品供给不足···············1
2.老年旅游消费意识和消费能力不足·············· ·······2
3.传统观念阻碍老年人旅游市场的发展·····················2
4.老年人旅游市场管理不够规范························2
三、老年旅游市场研究对策
1.针对性研发旅游产品，定制老年旅游产品···················2
2.针对性提供优质服务，定制老年诚信旅游···················2
3.针对性做好旅游宣传····························3
4.针对性给予政策扶持····························3
5.采用多样化的促销组合策略·························3
四、中国老年旅游产业发展的企业案例······················3
1.量身设计老年旅游产品···························3
2.贴心服务老年旅游全过程··························4
3.精准营销老年旅游特色···························4
参 考 文 献··································································5
我国老年旅游市场现状与对策研究
摘要：老年人出游一般都是出于重视身体的健康、拜访亲友、追求文化的知识、强调自我实现的旅游动机。老年人可以自由支配的时间充裕，收入支配方面比较自由，消费观念也发生了变化,使老年旅游市场有着巨大的发展空间。当前存在的主要问题是我国老年旅游市场缺少专门为老年旅游者设计的产品，缺乏完善的医疗服务保障,促销的策略也较为简单，没有特点。旅游企业应针对老年旅游者的产品选择类型行为、消费观行为和购买产品后行为的特征，定制老年旅游产品、提供更舒适的服务、采用多种多样的促销组合策略，以更好地促进我国老年旅游的发展。
关键词：老年人；旅游市场；研究策略
