Abstract
Many people travel to improve their wellbeing perception (WBP), and senior tourists in South Korea are no exception in that they hope to enhance their quality of life through tourism. As such, this study explored the significance of WBP in the senior tourism industry in South Korea. The current paper collected samples from 349 senior tourists. Analysis of data indicated that brand prestige contributes to increasing WBP among seniors and improving consumer attitude. In addition, it was found that WBP positively affects both consumer attitude and word-of-mouth (WOM). Lastly, tour guide services moderated the relationship between (1) brand prestige and WBP and (2) consumer attitude and WOM. The current paper then presents theoretical and practical implications of the statistical results.
Highlights
South Korea is one of the fastest aging countries
Many scholars have identified the concept of wellbeing perception in diverse fields [3,4]
The current paper proposed the relationship between brand prestige and wellbeing perception (WBP) according to the following theoretical and empirical backgrounds
Summary
South Korea is one of the fastest aging countries. The agency reported that the ratio of older people is expected to comprise 25% of South Korea’s population by 2030 and 40% by 2060. Based on these statistics, it can be assumed that the number of elderly tourists increases, and as such, there is a growing interest in senior tourism in South Korea. The concept of WBP is important to senior tourism because older citizens have been shown to want to take trips to meet the needs of their wellbeing [5,6]. The elderly’s desire to increase their QOL through travel
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