Abstract
ABSTRACT The push-pull motivation theory was applied to examine the role of travel motivation in the relationship between senior-friendly destination attributes and future seniors’ travel intention to a senior-friendly destination. A quantitative cross-sectional study was conducted on a sample of 209 future senior tourists in Malaysia. Hierarchical multiple regression and factor analysis results revealed four important attribute dimensions of a senior-friendly destination from the perspective of future senior tourists, i.e., ‘senior-friendly facilities and accessibility,’ ‘tourism resources and attractions,’ ‘complementary services,’ and ‘safety and security services.’ ‘Tourism resources and attractions’ was found to be the only destination attribute that significantly predicts future seniors’ travel intention. Travel motivation was tested to determine its effect on travel intention, however the findings indicated that future senior tourists’ travel motivation has no moderating role in the relationship between senior-friendly destination attributes and travel intention. Implications and suggestions are provided for tourism researchers, destination managers, and travel service providers.
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