The Travel Behavior of Elderly in Songkhla
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Abstract
This research was conducted to investigate the travel behavior of the senior inhabitants residing in Songkhla, the marketing factors affecting senior travelers, and the relationship between demographic characteristics and marketing factors affecting senior travelers. Quota sampling was employed; the senior inhabitants from all the districts in the province were proportionally chosen and the total number was 400. The instrument used was questionnaire. Statistical tools employed were frequency, percentage and mean. The hypothesis was tested using t, f and Eta measures. The findings revealed that most senior inhabitants enjoyed going to the beach with their spouses. During long holidays, they went on a vacation by making arrangements themselves but without itineraries. They spent 2-3 days traveling by using their own vehicles. They received travel information from their family members. In addition, they spent 5,001-10,000 baht per trip. They only stayed at 4-star or higher hotels. In terms of dining experience, they chose spacious restaurants with good atmosphere. These senior inhabitants went on a vacation 3-5 times per year. The marketing factor that influenced their behavior the most was the product. After the hypothesis was tested, it was found that the marketing factor that made the highest impact was the district in which they lived. For this reason, to promote tourism among senior inhabitants, the product should be in the form of beach vacation for couples. Additionally, 7'Ps should be implemented in Na Mom District while promotion strategy should be adopted in Hat Yai District.
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