Caring for the elderly demand is the traditional virtue of the Chinese nation, and it also creates new business for the development of tourism enterprises under market economy. Population aging makes the elderly market demand stronger. In recent years, tourism industry develops vigorously, but the elderly tourism market has not been effectively developed, and there are even some outstanding problems. This article analyzes the present situation of elderly tourism market development in Shandong province, finds out the factors limiting the elderly tourism market development, and finally puts forward strategies of the elderly tourism market development in Shandong province.%关注老年人需求不仅是中华民族的传统美德，也为旅游企业在市场经济条件下不断发展创造了新的商机。人口老龄化使老年人市场需求越来越旺盛，近年来旅游业蓬勃发展，但老年人旅游市场尚未得到有效开发，甚至存在着一些突出问题。本文通过对山东省老年人旅游市场的发展现状分析，找出其限制老年人旅游市场发展的因素，最终提出山东省老年人旅游市场发展的策略。
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