Kelly, Noel and Kelliher, Felicity (2021) Mining for silver : the role of micro-firm adaptive strategizing capabilities in harnessing senior tourism. Small Enterprise Research. ISSN 1321-5906 (In Press)
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This research explores senior tourism adaptive strategizing capabilities through the lens of micro-firm owner managers. The findings derived from 24 qualitative tourism practitioner interviews demonstrated that senior tourism engagement does not necessitate a profound strategic change of direction or extensive resource reconfiguration. However, the strategic commercialization of this cohort remains under-utilized and findings perpetuated stereotypical assumptions regarding a lack of diversity within the senior market. Owner managers that actively embrace adaptive decision-making capabilities proactively target this market, whereas those with little strategic intent view senior tourism as a generic cohort of questionable commercial value. A thematic map positions the owner manager as a pivotal decision-maker within this strategic milieu and charts the trajectory of market alignment and resource transformation as a means of accessing the silver economy. Its adaptive ethos offers avenues for growth by creating bespoke authentic experiences, geared explicitly towards senior tourists as a heterogeneous cohort.
Item Type: | Article |
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Additional Information: | Publisher Copyright: © 2021 Informa UK Limited, trading as Taylor & Francis Group. |
Uncontrolled Keywords: | /dk/atira/pure/subjectarea/asjc/1400/1408 |
Departments or Groups: | |
Depositing User: | Admin SSL |
Date Deposited: | 19 Oct 2022 23:03 |
Last Modified: | 16 Aug 2023 03:25 |
URI: | http://repository-testing.wit.ie/id/eprint/3840 |
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