INNOVATIONS IN MARKETING COMMUNICATION OF SENIORS IN TOURISM

Aging is a global phenomenon and the number of seniors is significantly increased not only in Slovakia but also in the world. Theme of seniors, retirement and aging topic in recent years has been very frequently and begins to cause a media stir. The demographic revolution and aging are the early 21st century the greatest challenge for traders while this special segment did not pay too much attention, as traders took the view that this segment is not attractive enough. The period of life and especially the consumer is still extended and the historical situation requires a fundamental change in thinking and innovation communication that will change at the same time, relations between generations. The effect of age manifests itself as one of the important factors in the purchase decision and by tourism are among the fastest growing areas. Aim of this paper is to assess the effect of age as a significant factor in the purchase decision and innovation of marketing communication in a fast growing segment of tourism in the age group 50+ and specific cases.