Market Segmentation of New-Age Elderly Thai Tourists for Domestic Tourism

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Salitta Saribut
Nuttapol Assarat


Thai Tourists for domestic tourism. The samples were 420 Thai tourists aged between 60-80 years old residing in four provinces, namely Bangkok, Nakhon Ratchasima, Khon Kaen and Chiang Mai. The market segmentation was divided using A Posteriori Segmentation with three operational processes as follows: 1) to explore data from the group of senior samples using the questionnaire containing the questions adapted from NAVO scale; 2) factor analysis; and 3) cluster analysis.

The results from factor analysis can identify the data obtained from the set of questions developed from NAVO scale as seven factors, namely ‘Self-control’, ‘Lack of confidence’, ‘Consciousness when making decision’, ‘Daring do adventures’, ‘Life satisfaction’, ‘Enjoying shopping’, and ‘Acceptance of aging’. In addition, the results of cluster analysis can identify market segmentation of the New-Age Elderly Thai tourists into five groups. There were 80 samples (19.05 percent) in the first group who evaluated themselves as being concerned when facing with problems and therefore, named themselves as ‘The Concerned’. The second group was accounted for 67 samples (15.95%) who evaluated their own value as understanding with their lives and accepting aging and thus, named themselves as ‘The Accepted’. The third group contained 93 samples (22.14 percent) which they evaluated their own values as daring to face with changes and therefore, named themselves as ‘The Versatile’. The fourth group was consisted of 91 samples (21.67 percent) which they evaluated themselves as ones who strive to live and thus, named themselves as ‘The Young-at-Heart’. Lastly, the fifth group contained 89 samples (21.19 percent). This group evaluated themselves as those whose all actions require consciousness in order to get over any problems and hence, named themselves as ‘The Conscious’.


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Saribut, S., & Assarat, N. (2019). Market Segmentation of New-Age Elderly Thai Tourists for Domestic Tourism. Journal of Management Science Chiangrai Rajabhat University, 14(2), 16–41. Retrieved from
Research Articles
Author Biographies

Salitta Saribut, คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี

Ph.D.(Marketing), Rajamangala University of Technology Thanyaburi, Thailand (2017). Currently an Assistant Professor in Department of Marketing, Faculty of Business Administration, Rajamangala University of Technology Thanyaburi.

Nuttapol Assarat

Doctor of Philosophy (Marketing), Hitotsubashi University, Japan (2008). Currently an Associate Professor
of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University.


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