In the past the mature market was often misunderstood and not considered to be a profitable market segment for hotel operators to pursue. Growing demographic numbers and increased affluence within the mature market are reasons for reconsideration. This study examined the business value of the mature traveler and the provision of services and attributes desired by mature travelers, as perceived by managers.

The tourism industry has been identified as the industry with the most potential to create jobs and contribute largely to economic growth. In order to live up to this potential, tourism businesses need to create tourism products for potential tourists which need to be promoted successfully through a number of mediums. The use of the Internet as a medium for promoting and selling tourism products is increasing, however, in order for tourism businesses to successfully promote the tourism product through the Internet, they have to understand the needs and wants of their current and potential target markets. One segment of the tourism market that has come under increasing attention is the mature traveller market. This market is defined as travellers who are 50 years of age and older. Generally, the mature traveller market is viewed as a small homogenous group of old consumers with little or no spending power. However, evidence suggests that this market is comprised of an increasing number of diverse people, who use the Internet and like to spend on tourism products. Therefore, this research will examine differences between Internet users and Internet non-users in the mature traveller market. Specific attention will be paid to investigate differences in demographic, socioeconomic, Internet use and travel-related characteristics. The identification of these characteristics will enable a profile to be d~veloped for each group, which can be used by tourism businesses to effectively promote tourism products over the Internet to the mature market In order to collect data from potential respondents, a questionnaire which was used in a similar study conducted in the US was used. Data was collected using a convenience sample of Internet users and Internet non-users from the Eastern Cape and Gauteng provinces of South Africa. Cronbach alpha and factor analysis were used to assess the reliability and validity of the research instrument and measurement scales. In order to test whether differences did exist between the two groups the Chi-square and t-test statistics were used. Finally in order to examine which factors where influential in differentiating between Internet users and Internet non-users discriminant analysis was employed. The findings in the present study suggest that there are significant differences in demographics, socioeconomic, Internet use and travel-related characteristics between Internet users and Internet non-users in the mature market. By understanding the differences between Internet users and Internet non-users, tourism businesses can identify marketing strategies that appeal to mature travellers who use the Internet and to those do not, by utilising information gathered from Internet users and Internet non-users demographic, socio-economic and travel-related characteristics.

Over the next decade the ‘Baby Boomer' cohort will increasingly contribute to the proportion of those aged 60 and over in Britain. The issue of how the mobility of older people has changed for different cohort groups has not been considered in a historical context. Ryder (1965) argued that cohort groups could be important in determining behaviour as have other social structural factors, such as socioeconomic status. This thesis merges the disciplines of transport geography and population studies using a novel approach of cohort analysis, which has not been used widely for studying mobility trends. Using National Travel Survey data from 1995-2008, the mobility trends of older people in Britain are explored by creating pseudo cohorts. Pseudo cohorts are artificially created datasets which are constructed from using repeated cross-sectional data (McIntosh, 2005, Uren, 2006). This technique can differentiate ‘age', ‘period' and ‘cohort' effects in mobility trends. Age effects are differences in behaviour between age groups i.e. changes in mobility associated with age itself. Period effects relate to changes in behaviour in all age groups over a period of time. Cohort effects are those associated with behaviour common to particular groups born around the same time (Glenn, 2005, Yang, 2007). The influence of the Scottish concessionary travel policy on the mobility of older people at the aggregate level is also considered using Scottish Household Survey data from 1999-2008. This policy is very blunt and based on assumptions about older age. As cohorts differ, these assumptions may no longer hold and therefore the policy may not be effective. This thesis argues, using a longitudinal demographic perspective, that structural effects shape mobility of cohorts differently over time. The findings reveal although mobility amongst older people is rising in general, there would actually be declining mobility were it not for the Boomer cohort. Amongst younger cohorts mobility is lower. The analysis also shows that women travel further than men, a fundamental break with the past, specific to this generation. This thesis illustrates the importance of cohort membership in explaining mobility change.