Seniors’ travel motivation and the influential factors: An examination of Taiwanese seniors

The senior market draws attention in the tourism industry mainly because of its substantial size, increasing purchasing power and time flexibility after retirement. The primary objectives of this study were to delineate the travel motivations of Taiwanese seniors and to discover what variables are important in explaining the variances of the motivations. Using factor analyses, this study identified five push and three pull motivation factors. Among them, ‘knowledge-seeking’ and ‘cleanliness & safety’ appeared to be the most important push and pull motivations, respectively. Subsequent regression analyses indicated that health status and positive and negative affects significantly contribute to accounting for the travel motivations of Taiwanese seniors.