A factor-cluster analysis of tourist motivations: A case of U.S. senior travelers

Abstract

The senior travel market has become an increasingly important area of interest to the tourism industry for more than a decade due to its market size and potential growth. The trends toward early retirement, increased number of leisure years, active lifestyles, longevity, and time flexibility after retirement make the elderly an attractive market for the tourism industry. The U.S. senior travel market is one of the important senior segments for Thailand's tourism industry. However, little knowledge is known regarding this segment, particularly its travel related-behavior and motivations to visit Thailand. The purpose of this study is to investigate travel motivations of U.S. senior travelers to Thailand by adopting the theory of push and pull motivations as a conceptual framework. This study also examines the possibility of segmenting the U.S. senior travel market by utilizing attribute-based benefits segmentation (pull motivational factors). The results of factor analysis identify three push and four pull factor dimensions. Among them, novelty & knowledge-seeking and cultural & historical attractions are viewed as the most important push and pull factors, respectively. Based on cluster analysis, the study reveals two distinct segments within the U.S. senior travel market (i.e. 'cultural & historical seekers' and 'holiday & leisure seekers'). The results of the study provide important implications for both policy makers and industry practitioners to develop effective marketing strategies for each segment. The findings also contribute to the tourism literature in the area of travel related-behavior and motivations of the senior travel market.