Motivation-based segmentation of Chinese senior travelers : the role of preferences, sociodemographic, and travel-related features

Abstract

This study was designed to investigate factors associated with Mainland China’s senior overseas travel motivations and the role in explaining preferences, sociodemographic and travel features. The study was conducted with 496 seniors. The statistical analyses included factor analysis, cluster analysis, one-way analysis of variance, and chi-square test. Result showed that eight domains defined the overseas travel motivations of Mainland Chinese seniors. Cluster analysis produced a five-cluster solution based on motivations. The cluster with lowest motivations were older, primary school graduates with lowest income and generally low set of preferences. Ultimately, understanding motivation can effectively promote travel among the aging population.