Gender and Age in the Travel Choice by Spanish Travel Agency Consumers

Abstract

The tourist intermediary industry has faced multiple challenges to adapt their offers to the heterogeneity of tourists, and understanding consumer interests from a gender and age perspective is considered crucial in the design and marketing of tourist products. The aim of this article is to examine the differences generated by the gender and age variables of consumers of Spanish travel agencies when choosing travel and tourist destinations, focusing on different types of travel, the choice between national and international destinations, and specific destination types. An explanatory quantitative methodology was employed with a hypothetical-deductive approach. A questionnaire was administered to individuals who booked through Spanish travel agencies and a sample of 879 was obtained. The data were analyzed using SPSS 26 software and the main statistical tool was the Pearson Chi-Square (χ2) test. The findings show that gender implies significant differences in travel preferences, with women favoring the exploration of new destinations and men preferring relaxation travel. Age groups impact the choice between national and international travel, but have a lesser effect on specific destination preferences. This research underscores the importance of considering gender and age in understanding consumer behavior within the travel sector, with the aim of developing more effective marketing strategies and catering to diverse customer needs. Within the implications, the growing importance of the older traveler segment should be highlighted, which requires future research and comparisons with the younger traveler segment.

Keywords

• gender
• age
• travel agencies
• consumer behavior
• tourism intermediation