The aim of this paper is to analyze the impact of demographic processes, with emphasis on an ageing of consumers, on changes in the tourism goods and services market. Two dimensions are considered. First, challenges for tourism market in the perspective of the development (new products, high level of local and international competition). Second, are challenges connected with consumer behaviour changes in an ageing population. The growing importance of older buyers affect the need for intensive adjustment processes on the market and entrepreneurships level. The analysis of literature and statistical data confirmed increasing role of older consumers in tourism: growing purchasing power and greater awareness of consumption needs. New circumstances are significantly affecting the functioning of the tourism market, mainly in developing new products and services to adapt to changes on the demand side of the tourism market. The paper is a contribution to the further considerations of sensitivity of individual sectors in the relation to the demographic processes and consumer behaviour in ageing societies.
This paper investigates the relationship between demographic change and economic growth and confirms that the process of society ageing effects the economy. The impact is transmitted through social security, healthcare and, the most important, labour market. Ageing society results in the growing number of older workers and older customers. There is a strong need to adapt products, services and procedures to the new expectances of this older society. Nevertheless, the mentioned challenges should be treated more as a threat for public finances. In Poland, the process of ageing society is running. Combined with economic transition, which is not finished yet, it is becoming one of the major barriers in Polish way to achieve global competitiveness. There are several examples of political decisions, which indicate the growing concerns of this demographic change. However, there is much more to be done in that matter, and new channels must be created in order to solve this problem.
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