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Consumer vulnerability and exclusion: A study of carers in the tourism marketplace

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Carers - a growing, multidimensional, context-specific, yet transient community (three in five of the population during a lifetime) - have been largely neglected in the marketing literature. Focusing upon the impediments to tourism participation this consumer group faces, the paper explores issues of carer engagement, consumer vulnerability, and societal exclusion from the perspective of two carer groups: senior carers and cancer carers. Conclusions reached demonstrate how challenging many carers find tourism-marketplace engagement and confirm carers can indeed be considered as vulnerable consumers. They introduce us to a range of circumstances that prompt exclusion and call upon policy makers to recognise the existence of multiple categories of vulnerability in accommodating the needs of this consumer. A future research agenda is outlined. This argues for the need to review the wider implications of the findings beyond the geographical constraints of this study, and to explore also their application to other vulnerable consumers.

Keywords: barriers; cancer; seniors; transformative consumer research

Document Type: Research Article


Affiliations: University of Liverpool Management School, UK

Publication date: 2011-02-01

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