Segmentation of the elderly consumers market on the basis of the benefits expected from thermal tourism within the scope of Geronto-Marketing

The elderly market is growing rapidly around the world and according to geronto-marketing approach, elderly consumers are a heterogeneous market. Segmenting this heterogeneous market into homogeneous groups by criteria will help to better understand their wishes and needs. In the current thesis study conducted with qualitative research methods, it is aimed to segment the market of consumers aged 65 and over on the basis of the benefits they expect from thermal tourism. First, 71 participants aged 65 and over who received service from thermal tourism enterprises in Bolu province were interviewed and the benefits they expect from thermal tourism have been determined. As a result of the thematic analysis, the elderly consumers market is divided into eight market segments including Expecting Vacation/Entertainment Benefit, Expecting Physical Health Benefit, Expecting Socialization/Togetherness Benefit, Expecting the Benefit of Escape from Routine, Expecting the Benefit of Physical Relaxation, Expecting the Benefit of Nature, Expecting the Benefit of Spiritual Relaxation, Expecting the Benefit of Physical Purification. Marketing strategies have been proposed to businesses for the determined market segments.