Marketing e qualidade de serviços para o público sênior: análise na rede hoteleira do Estado do Rio Grande do Norte, Brasil.

Abstract

The senior demographic offers several attractions for the tourism sector, such as their available free time combined with stable income and government incentives. Despite being a promising target audience, this group is not fully supported by the hotel industry. Although the industry recognizes the potential of catering to individuals over 60 years of age, it still faces limitations in understanding their specific needs. Thus, the present study sought to elucidate the perspective of hotel industry representatives in Rio Grande do Norte regarding their preparedness and ability to serve the senior audience. To this end, a specific online questionnaire was sent to representatives of hotels and guesthouses in the state, aiming to cover the three main tourist niches in the region: the coastline, the highland areas, and municipalities with seasonal tourist attractions. The questionnaire aimed to gather information regarding both the adaptations made to cater to the elderly and the ways managers perceive the quality of their services. The analysis revealed that while the establishments consulted recognize the potential of serving the elderly, their adaptations arelargely limited to physical structures designed for accessibility and preferential service. There was no satisfactory knowledge of tools for evaluating the quality of services. Although managers expressed interest in improving services for this demographic, concrete initiatives to implement such improvements were lacking. Thus, the senior audience represents significant potential for tourism in Rio Grande do Norte, but the hotel industry must invest to effectively attract this demographic, particularly through special conditions, service enhancements, and the provision of a specialized menu. Further research is necessary to understand the needs and expectations of the elderly in each tourist region to provide a foundation for these improvements.