Abstract
The purpose of this study is to identify the profile of active seniors who drive the tourism market and to analyse the behavioural attributes of active seniors in the tourism market. In this study, active seniors are defined as people in the 50s and 60s who participate in social activities based on time and economic conditions. They are mainly interested in leisure rather than work, pursue various hobbies, and interact with other cultures and generations. Many studies have shown that active seniors account for 20.6% to 32.0% of the total tourism market. In the future, the scale of active senior tourism will continue to increase and will drive the overall tourism market. In addition, the tourism behaviour of active seniors is expected to be smart, creative and interactive. In conclusion, the tourism industry needs to build a business system 2.0 for active seniors.
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