A Segmentation of Senior Tourists: An Approach to the Senior Tourist Profile
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Abstract
The senior travel market has become an increasingly important area for Thailand’s tourism industry. However, the industries are facing difficulties in understanding their travel related-behaviour and motivations to travel. The purpose of this study aims to segment senior tourists by means of using socio-demographic variables, motivation and travel characteristics. Two analysis techniques, the factor analysis and a two-stage cluster analysis were used. The results, based on a convenience sample of 400 senior tourists visiting the Lower Northern 1 region, indicated four market segments according to the behavioural variables analysed: Relationship Travellers, Explore and Relaxation Seekers, Health Travellers and Escapists, that allow tourism marketers and industry practitioners to develop suitable tourism products and services for senior tourists. Moreover, tourism destinations featuring specific activities can use the senior tourism profiles developed in this research to promote travel experiences that will encourage senior tourists to participate in travel activities.
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