Mining for silver: the role of micro-firm adaptive strategizing capabilities in harnessing senior tourism

ABSTRACT This research explores senior tourism adaptive strategizing capabilities through the lens of micro-firm owner managers. The findings derived from 24 qualitative tourism practitioner interviews demonstrated that senior tourism engagement does not necessitate a profound strategic change of direction or extensive resource reconfiguration. However, the strategic commercialization of this cohort remains under-utilized and findings perpetuated stereotypical assumptions regarding a lack of diversity within the senior market. Owner managers that actively embrace adaptive decision-making capabilities proactively target this market, whereas those with little strategic intent view senior tourism as a generic cohort of questionable commercial value. A thematic map positions the owner manager as a pivotal decision-maker within this strategic milieu and charts the trajectory of market alignment and resource transformation as a means of accessing the silver economy. Its adaptive ethos offers avenues for growth by creating bespoke authentic experiences, geared explicitly towards senior tourists as a heterogeneous cohort.