In 1990, it accelerated to an elder society . Especially, the baby-boom generation of post-war, becoming 65 year-old in 2011, will have a huge impact on the society. Consequently, human beings will develop the direction of enjoyment on their residence, expenditure and time. China tourism is revealing this change of life style. On the basis of these two main tendencies, this study tries to do a research on the market of senior tourism. And then explores the formulation of strategy for travel industry to cope with these tendencies.
Japan, next to Hong Kong, is the second favorite destination for Taiwanese people. Besides, they, the senior citizen in Taiwan, have a deep understanding of Japanese culture. S company serves this senior generation for more than 45 years, and they affirm the reputation and credibility of S company. Address S company as a case study to explore the formulation of competitive strategy of senior citizen traveling market in Taiwan.
Service of diligence and service of sentiment is the mission statement of S company, and its’ core competence is professional staff. To cope with competitors in the industry, it owns its’ advantages of the worthwhile service of experience, channel and source. To accommodate general environment, S company studies ways in satisfying the elder society. Therefore, S company bends its’ effort for the Japan tourism market of senior citizen.