Backpackers: The next generation? - Scholarly Commons Home

Backpackers: The next generation?
Storey (1994) suggests that small firms generally spend less on research and
development but are more responsive to emerging market demands and niches.
STEs have a strong commitment to and focus on customer service and client
satisfaction. Customer satisfaction is, in fact, a more important indicator of
perceived success than profitability (TRREC, 2007b, p. 13).
How do the owners of BBH backpackers’ accommodations fit into this body of
literature? What are the commonalities they share with other STEs in New
Zealand? How does lifestyle choices influence their decisions about facility
expansion and marketing?
This literature review has uncovered a potential intersection of interest: that of
baby boomers who are socially aware, experientially driven, and less
consumption-oriented with that of affordable accommodations that offer social,
unique experiences. It is possible that STE owners recognise this growing
opportunity, but potentially lack the sophistication to market and price
themselves appropriately to achieve greatest returns from this emerging market
segment.
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