| dc.description.abstract | According to statistics from the office of Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C., the population of 65 years and older exceeded 2.75 million in Jun. 2014 (above 12%, Ageing Society at present). Taiwan will become an Aged Society in 2018, the 65 years and older population will exceed 14.6% of total population. Based on the population trend towards an Aged Society, the senior travel market has become an increasingly important area of interest to the tourism industry. This study aims to explore what factors will influence the future consumer behavior of senior citizens as tourists.
This study applied the EKB Model to study consumer behavior of senior citizens from their motivation for travel, satisfaction with the travel experience and quality of service. 217 questionnaires were distributed in Hsinchu County, Chubei City and Longtan Area of Taoyuan County. 196 valid questionnaires were returned. The data points were collected using SPSS 16.0 for descriptive data analysis. Cronbach α was administered to make confirmatory factor analysis.
The results of this study revealed that motivations for travel had a positive effect on domestic travel frequency and duration, but not an obvious effect on travel expenses. With further study of the data related to motivation factors, it revealed the travel for relaxation had a significantly positive effect on travel expenses; however, the travel for activities had a positive effect on frequency the of foreign travel, duration and expenses.
It revealed “satisfaction with quality of travel” does not influence travel behavior. But the factors of “traffic convenience” and “ease of lavatory access” revealed a positive impact on domestic travel frequency, duration and expenses; also there was a positive effect on foreign travel duration.
The result revealed that “satisfaction with travel service” does not influence domestic and foreign travel duration and expenses, but have a positive effect on foreign travel frequency. Studying further to the factors – an unchanged itinerary, clear introduction of scenery, optional excursions, shopping experience revealed a positive effect on the domestic travel frequency, duration and expenses.
Regarding to the study of seniors’ travel behavior, scenic highlights, good traffic conditions and good quality accommodation are the most important factors that influence travel. Family members are the most important people to influence the travel decision.
Finally, given the above results, we conclude that the results could provide suggestions for relevant units and further research.
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