Tourism Products Related to Lifestyle of High-Spending Thai Senior Tourists
DOI:
https://doi.org/10.14456/jlapsu.2022.22Keywords:
tourism product, lifestyle, Thai senior tourists, high-spendingAbstract
This research aims 1) to categorize types of high-spending Thai senior tourists’ lifestyle, 2) to propose tourism products related to their lifestyle, and 3) to suggest a strategy to promote high-spending Thai senior tourism. This is both a qualitative and quantitative research conducted by collecting data from 1,000 high-spending Thai senior tourists; 12 stakeholders related to tourism management; and 12 regional directors of the Tourism Authority of Thailand or representatives of directors, or representatives. Exploratory factor analysis, cluster analysis, and content analysis are used for data analysis. The results reveal that high-spending Thai senior tourists can be categorized into five types based on their lifestyle; 1) cultural learning and brand prioritizing tourists, 2) outdoor tourists, 3) environment caring tourists, 4) voluntary and life’s achievement prioritizing tourists, and 5) health-oriented tourists. The tourism products related to each type of tourists are as follows. Group 1: cultural tourism products; Group 2: recreational and leisure tourism products, Group 3: responsible and sustainable tourism products, Group 4: luxurious and voluntary tourism products, and Group 5: wellness tourism products. The strategic recommendations for tourism promotion include 1) the strategy of tourist destination, activity, and facility management, 2) the strategy of tourist management, and 3) the strategy of marketing promotion.
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