Strategien für den aktuellen und zukünftigen Seniorenreisemarkt unter besonderer Berücksichtigung potentieller Multimorbidität der Zielgruppe
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Inhaltsangabe: Einleitung: Die Tourismusbranche konnte in den vergangenen Jahrzehnten weltweit enorme Wachstumsraten verzeichnen und hat auch in Deutschland den ökonomischen Stellenwert klassischer Wirtschaftsbereiche, wie z.B. des Maschinenbaus, erreicht. In den letzten Jahren jedoch stagnierte das Wachstum auf dem deutschen Reisemarkt. Gründe hierfür werden vor allem in der stagnierenden wirtschaflichen Situation hierzulande gesehen. Die negative Einschätzung vieler Bundesbürger zur eigenen finanziellen Situation, bedingt durch Arbeitslosigkeit und Sozialabbau, lässt viele Menschen heutzutage auf ihren Urlaub verzichten oder veranlasst sie dazu, ihre Reiseabsichten einzuschränken. Das Marktsegment der Senioren gewinnt in vielen Wirtschaftsbereichen zunehmend an Bedeutung. Der Anteil der Personen ab 60 Jahren wird von heute 25 Prozent auf 37 Prozent im Jahre 2050 in Deutschland ansteigen. Aufgrund dieser demographischen Entwicklung bietet sich für den Tourismussektor die Möglichkeit, neue Märkte zu erschlie en. Diese Möglichkeit bietet sich insbesondere dann, wenn es gelingt, die immer wichtiger werdende Zielgruppe der Senioren über speziell für sie angepasste touristische Produkte und Dienstleistungen zu erreichen. Die Zielgruppe der multimorbiden Senioren stellt in diesem Zusammenhang eine besondere Herausforderung an die Logistik und Infrastruktur der touristischen Anbieter und Zieldestinationen dar. Es müssen vielfältige Besonderheiten in Hinblick auf die verschiedensten Formen von Erkrankungen und den daraus resultierenden Behinderungen berücksichtigt werden. Doch gerade diese, in der Vergangenheit oftmals vernachlässigte Zielgruppe, stellt ein enormes Marktpotential für die Tourismusbranche dar. Das Ziel dieser Arbeit besteht darin herauszufinden, ob Reiseangebote für die Zielgruppe der multimorbiden Senioren überhaupt von den Reiseveranstaltern in deren Produktpalette berücksichtigt werden und wie diese Angebote gestaltet sind. Dabei stehen folgende Aspek
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