Mining for silver : the role of micro-firm adaptive strategizing capabilities in harnessing senior tourism

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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Abstract

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
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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