Abstract
This study aims to identify travel behavior of baby boomers who have recently emerged as major consumers in the tourism market and the benefits they want to pursue in travel. Considering that the ultimate value of leisure activities lies in the pursuit of happiness, the semantic factors that constitute happiness in travel and how benefits pursued in travel affect happiness were identified. As a result, the benefits that baby boomers seek when traveling were identified as ‘self-improvement’, ''culture experience'', ''change of pace'', ''social relationship'', and ''leisure experience''. The factors of happiness felt during the trip were ''vitality of life'', ''change of daily life'', and ''expansion of knowledge''. As a result, it was analyzed that ''change of pace'' and ''self-improvement'' had a high effect on the three happiness factors. Based on these results, the planning of travel products for baby boomers is required.
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