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Abstract
This study provided practical information on seniors? motorcoach tour choice behavior and explored the dimensionality of their choice attributes. Data were collected from 817 seniors who had traveled on a motorcoach tour during the previous 12 months. Tour operator reputation and their health and safety concerns were the most important choice factors when selecting a motorcoach tour. Respondents were randomly split into two halves, with one half as the calibration sample and the other half as the validation sample. An exploratory factor analysis of 55 choice attributes was conducted using the calibration data to reduce the dimensionality of the instrument, with a six-factor solution derived. The six-factor structure was validated with a confirmatory factor analysis using the validation data. Implications for tour operators and researchers were provided.