PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v7i3.7477ArticleAnalysis of Service Marketing Strategies in the Senior Study Travel Tour Markethttps://artdesignp.com/journal/PBES/7/3/10.26689/pbes.v7i3.7477YeRui2024732024-07-10Senior study travel, as an emerging form of tourism, combines the dual characteristics of educational learning and leisure travel. It not only meets the elderly’s desire for spiritual and cultural life and self-fulfillment but also promotes the construction of a healthy aging society. This study comprehensively uses methods such as literature analysis, interviews, and case studies to analyze the current status and existing problems of the senior study travel market. Based on the 7Ps service marketing model, it explores service marketing strategies for the senior study travel market, aiming to provide reference and guidance for related tourism enterprises to supply more attractive senior study travel services.

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