Senior Travelers’ Motivations and Future Behavioral Intentions: THE CASE OF NICE

ABSTRACT

The push and pull framework was used to understand the motives of senior travelers and their future behavioral intentions to the city of Nice, France. The results, based on a convenience sample of 200 senior travelers, indicated that rest and relaxation, spend time with family, and being together as a family were the three most important motives for visiting the city. Pull attributes such as weather and climate, beaches and watersports, and beautiful scenery and attractions were the three most important pull factors. Significant correlations were found between some of the push and pull factors. Revisit intentions were predicted by the motive of escape and relaxation while recommendation intentions were predicted by the pull factor of cultural attractions and accommodation. Managerial implications for product development and marketing to the senior market are suggested.

Keywords:

• Motivation
• senior tourists
• future behavior
• Nice
• France

Acknowledgments

The author would like to acknowledge the contribution of Hsuan Shan Hung for helping with data collection for this study.