Abstract
Seniors are the most likely to take part in organized tour. In Asia, the most popular organized tour is group package tour. However, very little efforts have been devoted to understanding travel motivation of senior group package tour tourists. The objective of this study was to examine the travel motivation of senior tourists participating in group package tours. A total of 293 Taiwanese senior tourists, 50 years of age or older were surveyed and asked for 18 reasons on how likely they were to take part in a group package tour Unique groups of seniors are identified, and differences in their group package tour behavior and sociodemographic characteristics are investigation. Finally, implications and areas for future research and travel marketers are discussed.
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