GERONTOLOGICAL APPROACHES IN TOURISM RESEARCH - DEMONSTRATED IN THE COMPARISON BETWEEN TWO EUROPEAN REGIONS

In the two regions the Turkish Riviera and the Tyrol, tourism plays a significant role. A considerable part of the gross domestic product is generated in this sector. Demographic developments are having an effect on the travel market, as demand from senior travelers is on the rise. There are also other factors indicating that this target group will travel more in the future. This paper explores how the two aforementioned regions are reacting to these demographic changes in their advertising. The aim is to find out whether advertising includes and focuses on age. The study reveals that, so far, only very little effort has been made in this direction, despite the fact that there is a wide range of opportunities that could be seized by decision-makers in tourism. There are already some examples of regions that are focusing on the positive effect of age – including in advertising.