Silver-Grey's Thermal Tourism Experience: Benefit-based Market Segmentation of 65+ Consumers within Geronto Marketing

The aging of the world population directly affects many social, economic, and human dynamics. It is essential to study the behavior of elderly consumers and conduct scientific research on the elderly market. In this context, the study aims to determine the benefits expected from thermal tourism by consumers aged 65 and over (65+) on the basis of geronto marketing, to segment the 65+ consumer market based on their benefit expectations, and to recommend marketing strategies for each market segment to marketing academics, businesses, and policy makers, thus filling an important gap in the literature. Phenomenological design was used to conduct the study and focused on consumers aged 65+ who received services from thermal tourism establishments operating in Bolu, Türkiye, during the research period. Data were collected through in-depth interviews with 71 participants. The analysis identified the expected benefits of 65+ customers from thermal tourism market. Eight market segments were identified through analysis and are named as follow: Holiday/Rest/Fun Benefit Expecters, Physical Health Benefit Expecters, Socialization/Companionship Benefit Expecters, Escape from Routine Benefit Expecters, Physical Relaxation Benefit Expecters, Nature Benefit Expecters, Spiritual Relaxation Benefit Expecters, Physical Cleansing Benefit Expecters. Within the scope of the determined market segments marketing strategy reco