Research On The Development Of Nan Yang Elderly Tourism Market

With the intensification of China’s aging population, a series of problems resulted from the agedhas attracted increasing attention. Among them, the topic how about to provide for the aged is debatedhot by people. With the economy development and the changes of people’ concept, more and more oldpeople’ pursuit for the life have changed from the original material life to mental life. From a marketingperspective, as the macro environment of population factors changes, it will bring opportunities or threatfor enterprise inevitably. Obviously, a rapidly increase of aging population will provide more broadmarket for the tourism industry and new opportunities,and new power of the region’s economicgrowth.The above analysis shows this topic is of realistic social significance.As a large population city located in southwest of Henan Province, Nan yang which take the"tourist driven economy" as the development of its main strategy, has entered into the aged populationin the year2000.The aging population rising and the thought of "the tourism-driven economy" make theelderly tourism market development of Nan yang possible. Appling of marketing theory, this study tries toprovide the technical development strategies and the related protection measures on the basis of theanalysis for the elderly tourist motivation and the behavioral characteristics of the elderly from theperspective of tourism enterprises’ supply.Research shows that the elderly pay more attention on health and spirit of physical andpsychological needs in the motivation of tourism demand. in the preferences of travel behaviorcharacteristics they are obviously different from other age groups, such as products of culture and health,the narrower acquisition of product information, and paying more attention on public praise. In addition,the study on the development of Nan yang aging tourism market reveals the sticking point of all problemsthat is the link between supply and demand. The demand of Nan yang elderly for tourism is still in thepotential state, has not been stimulated, and difficult to release. Even if tourism enterprises realize theelderly tourism can bring considerable profit, they can not move a step beyond the limit. Based on theabove analysis, this study finally constructed the three party mode. It is "government leading, enterprises participating in, the necessary security". This study put forward some marketing strategy and combinationstrategy from the technical level to tourism enterprises.In the discussion of marketing strategy, this study puts forward the target market, which includesthe young elderly, the groups of higher income level, and the groups of demand for health and social desire.To be specific, it includes the retirees from public enterprises, rich urban elderly, more rich rural elderly.This study discussed four key areas which are product, price, place and promotion of the marketing strategy.Studies suggest that the development of the elderly tourism product should be based on the principles ofpersonalization, security, service, and focus on the development of history culture, red vintageseries,landscapes, health classes and so on. For product pricing, the new products are more suitable for low pricepenetration strategy, existing products should use market segmentation pricing, product bundling pricing,promotional pricing strategies to meet the preferences of the elderly for product placing. The authorproposes that we should regard the old organizations, such as the committees aging and old Universities as"Merchant middlemen". The tourism enterprise should cooperate with these above groups, in order tocomplete sales work for products promotion. The author proposes that the tourism enterprise should put theemotion of respecting the elderly in the first place in all the way, reduce the commercial factors.