Abstract:

Population in Europe is becoming aging and the same situation is in the Czech Republic. More people live longer and more active live. This fact is connected with higher quality of life. Aging people are more vital and active and they have similar needs to younger population. Demand in tourism is becoming broader to new customer segments. Average live expectancy of Czech population is about 76 years. This paper describe customer segment of senior travelers. It is focused on organization of travel, sources of travel information and big attention is dedicated travel barriers. Paper shows result of questionnaire survey. Analysis consists of 572 answered questionnaires. Paper includes results of cluster analysis by two methods (hierarchical and two-dimensional cluster analysis) and theirs comparison. Data were divided to seven clusters and added by more specific characteristic. Results of this paper are applicable in travel and leisure business.