Segmenting Senior Tourists: The Effects of Personal Values on Activity Preferences
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Published
Oct 18, 2022
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Abstract
Senior tourists have begun to be essential for the tourism sector in recent years. However, understanding senior market segments and how their personal values affect tourism activity preferences have not been fully explored. Moreover, previous research has segmented the senior market based on Western perspectives. This study offers an Asian viewpoint, especially Thailand. It is intended to identify senior segmentation, to determine the personal values and differences of preferred tourism activities among segments. The data originated from a questionnaire survey of 376 Thai tourists aged 55 and over. Cluster analysis was used to identify senior segments. Scores for personal values were computed through cross-tabulation along with the chi-square analysis, and one-way ANOVA was adopted to test whether the dimension of tourism activity preferences differed among segments. Through Kahles’ list of value scales, the score of each value can be computed and composed of four clusters: achievement, hedonic, social recognition and companionship. Four senior segments were identified according to the psychographic variables analysed namely: Relationship Travelers, Explore and Relaxation Seekers, Health Seekers and Escapists. Tourism activities factored into outdoor, cultural, Therapeutic and adventure activities. Results of analysing activity preferences showed that differences preferences between the segments. This is considerable valuable for tourism marketers to sharpen their focus on developing tourism activities for each of the segments.
Keywords: Personal Values, List of Value, Tourism Activities, Senior Tourists, Segmentation
References
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Backman, S. J., & Crompton, J. L. (1990). Differentiating between Active and Passive Discontinuers of Two Leisure Activities. Journal of Leisure Research, 22(3), 197-212. http://doi.org/10.1080/00222216.1990.11969825
Carneiro, M. J., Eusébio, C., Kastenholz, E., & Alvelos, H. (2013). Motivations to Participate in Social Tourism Programmes: A Segmentation Analysis of the Senior Market. Anatolia–An International Journal of Tourism and Hospitality Research, 24(3), 352–366. https://doi.org/10.1080/13032917.2013.767212
Chryssohoidis, G. M., & Krystallis, A. (2005). Organic Consumers’ Personal Values Research: Testing and Validating the List of Values (LOV) Scale and Implementing a Value-based Segmentation Task. Food Quality and Preferences, 16(7), 585-599. https://doi.org/10.1016/j.foodqual.2005.01.003
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Fraj, E., & Martínez, E. (2006). Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23(3), 133-144. https://doi.org/10.1108/07363760610663295
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Huang, L., & Tsai, H.-T. (2003). The Study of Senior Traveler Behavior in Taiwan. Tourism Management, 24(5), 561–574. http://doi.org/10.1016/S0261-5177(03)00008-6
Jayawardhena, C. (2004). Personal Values’ Influence on E-shopping Attitude and Behaviour. Internet Research, 14(2), 127-138. https://doi.org/10.1108/10662240410530844
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Kahle, L. R., & Kennedy, P. (1988). Using the List of Values (LOV) to Understand Consumers. Journal of Services Marketing, 2(4), 49-56. https://doi.org/10.1108/eb024742
Kamakura, W. A., & Novak, T. P. (1992). Value-system Segmentation: Exploring the Meaning of LOV. Journal of Consumer Research, 19(1), 119-132. http://doi.org/10.1086/209291
Kropp, F., Lavack, A. M., & Silvera, D. H. (2005). Values and Collective Self-esteem as Predictors of Consumer Susceptibility to Interpersonal Influence among University Students. International Marketing Review, 22(1), 7-33. https://doi.org/10.1108/02651330510581154
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Li, M., & Cai, L. A. (2012). The Effects of Personal Values on Travel Motivation and Behavioral Intention. Journal of Travel Research, 51(4), 473-487. https://doi.org/10.1177/0047287511418366
Madrigal, R. (1995). Personal Value, Traveller Personality Type, and Leisure Travel Style. Journal of Leisure Research, 27(2), 125-142. https://doi.org/10.1080/00222216.1995.11949738
Madrigal, R., & Kahle, L. R. (1994). Predicting Vacation Activity Preferences on the Basis of Value-system Segmentation. Journal of Travel Research, 32(3), 22-28. https://doi.org/10.1177/004728759403200304
Mak, A. H. N., Wong, K. K. F., & Chang, R. C. Y. (2009). Health or Self-indulgence? The Motivations and Characteristics of Spa-goers. International Journal of Tourism Research, 11(2), 185–199. https://doi.org/10.1002/jtr.703
Mitchell, A. (1983). The Nine American Lifestyles: Who We Are and Where We Are Going. New York: Macmillan.
Nordbakke, S. T. D. (2019). Mobility, Out-of-Home Activity Participation and Needs Fulfilment in Later Life. International Journal of Environmental Research and Public Health, 16(24), 5109. http://doi.org/10.3390/ijerph16245109
Otoo, F. E., Kim, S., & Choi, Y. (2021). Developing a Multidimensional Measurement Scale for Diaspora Tourists’ Motivation. Journal of Travel Research, 60(2), 417-433. https://doi.org/10.1177/0047287519899990
Rokeach, M. (1973). The Nature of Human Value. New York: Free Press.
Šagovnović, I., & Kovačić, S. (2022). Predicting Travel Motivation with Personality and Personal Values – The Roles of Big Five Plus Honesty/Humility Personality Traits and Kahle’s Values. International Journal of Hospitality & Tourism Administration, 1-30. https://doi.org/10.1080/15256480.2021.2025189
Tkaczynski, A., & Prebensen, N. K. (2012). French Nature-based Tourist Potentials to Norway: Who are they? Tourism Analysis, 17(2), 181-193. https://doi.org/10.3727/108354212X13388995267869
United Nations. (2020). World Population Ageing 2020 Highlights: Living Arrangements of Older Persons. New York: Department of Economic and Social Affairs, United Nations. Retrieved from https://www.un.org/development/desa/pd/sites/www.un.org.development.desa.pd/files/undesa_pd-2020_world_population_ageing_highlights.pdf
Ward, A. (2014). Segmenting the Senior Tourism Market in Ireland Based on Travel Motivations. Journal of Vacation Marketing, 20(3), 267–277. https://doi.org/10.1177/1356766714525775
Weeden, C. (2013). Responsible Tourist Behaviour (Advances in Tourism). New York: Routledge.
Wen, J., & Huang, S. (2019). The Effects of Push and Pull Travel Motivations, Personal Values, and Destination Familiarity on Tourist Loyalty: A Study of Chinese Cigar Tourists to Cuba. Asia Pacific Journal of Tourism Research, 24(8), 805-821. https://doi.org/10.1080/10941665.2019.1635504
Wierzchoń, S. T., & Kłopotek, M. A. (2018). Modern Algorithms of Cluster Analysis. Switzerland: Springer. https://doi.org/10.1007/978-3-319-69308-8
Aziz, Y. A., Hussin, S. R., Nezakati, H., Raja Yusof, R. N., & Hashim, H. (2018). The Effect of Socio-demographic Variables and Travel Characteristics on Motivation of Muslim Family Tourists in Malaysia. Journal of Islamic Marketing, 9(2), 222-239. https://doi.org/10.1108/JIMA-03-2016-0016
Backman, S. J., & Crompton, J. L. (1990). Differentiating between Active and Passive Discontinuers of Two Leisure Activities. Journal of Leisure Research, 22(3), 197-212. http://doi.org/10.1080/00222216.1990.11969825
Carneiro, M. J., Eusébio, C., Kastenholz, E., & Alvelos, H. (2013). Motivations to Participate in Social Tourism Programmes: A Segmentation Analysis of the Senior Market. Anatolia–An International Journal of Tourism and Hospitality Research, 24(3), 352–366. https://doi.org/10.1080/13032917.2013.767212
Chryssohoidis, G. M., & Krystallis, A. (2005). Organic Consumers’ Personal Values Research: Testing and Validating the List of Values (LOV) Scale and Implementing a Value-based Segmentation Task. Food Quality and Preferences, 16(7), 585-599. https://doi.org/10.1016/j.foodqual.2005.01.003
Cleaver, M., Muller, T. E., Ruys, H. F. M., & Wei, S. (1999). Tourism Product Development for the Senior Market, Based on Travel-motive Research. Tourism Recreation Research, 24(1), 5-11. https://doi.org/10.1080/02508281.1999.11014852
Daghfous, N., Petrof, J. V., & Pons, F. (1999). Values and Adoption of Innovations: A Cross-cultural Study. Journal of Consumer Marketing, 16(4), 314-331. https://doi.org/10.1108/07363769910277102
Fall, L. T., & Knutson, B. J. (2001). Personal Values and Media Usefulness of Mature Travelers. Journal of Hospitality & Leisure Marketing, 8(3-4), 97-112. https://doi.org/10.1300/J150v08n03_07
Fraj, E., & Martínez, E. (2006). Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behaviour: An Empirical Analysis. Journal of Consumer Marketing, 23(3), 133-144. https://doi.org/10.1108/07363760610663295
González, A. M., Rodríguez, C., Miranda, M. R., & Cervantes, M. (2009). Cognitive Age as a Criterion Explaining Senior Tourists’ Motivations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 148–164. https://doi.org/10.1108/17506180910962159
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). UK: Cengage.
Hall, J., Basarin, V. J., Lockstone-Binney, L., Yusuf, A., Winter, C., & Valos, M. (2018). Spiritual Values and Motives of Secular Pilgrims. International Journal of Consumer Studies, 42(6), 715-723. https://doi.org/10.1111/ijcs.12436
Huang, L., & Tsai, H.-T. (2003). The Study of Senior Traveler Behavior in Taiwan. Tourism Management, 24(5), 561–574. http://doi.org/10.1016/S0261-5177(03)00008-6
Jayawardhena, C. (2004). Personal Values’ Influence on E-shopping Attitude and Behaviour. Internet Research, 14(2), 127-138. https://doi.org/10.1108/10662240410530844
Kahle, L. R. (1983). Social Values and Social Change: Adaptation to Life in America. New York: Praeger.
Kahle, L. R., & Kennedy, P. (1988). Using the List of Values (LOV) to Understand Consumers. Journal of Services Marketing, 2(4), 49-56. https://doi.org/10.1108/eb024742
Kamakura, W. A., & Novak, T. P. (1992). Value-system Segmentation: Exploring the Meaning of LOV. Journal of Consumer Research, 19(1), 119-132. http://doi.org/10.1086/209291
Kropp, F., Lavack, A. M., & Silvera, D. H. (2005). Values and Collective Self-esteem as Predictors of Consumer Susceptibility to Interpersonal Influence among University Students. International Marketing Review, 22(1), 7-33. https://doi.org/10.1108/02651330510581154
Lee, H.-J., & Lyu, J. (2016). Personal Values as Determinants of Intentions to Use Self-service Technology in Retailing. Computers in Human Behavior, 60, 322-332. https://doi.org/10.1016/j.chb.2016.02.051
Li, M., & Cai, L. A. (2012). The Effects of Personal Values on Travel Motivation and Behavioral Intention. Journal of Travel Research, 51(4), 473-487. https://doi.org/10.1177/0047287511418366
Madrigal, R. (1995). Personal Value, Traveller Personality Type, and Leisure Travel Style. Journal of Leisure Research, 27(2), 125-142. https://doi.org/10.1080/00222216.1995.11949738
Madrigal, R., & Kahle, L. R. (1994). Predicting Vacation Activity Preferences on the Basis of Value-system Segmentation. Journal of Travel Research, 32(3), 22-28. https://doi.org/10.1177/004728759403200304
Mak, A. H. N., Wong, K. K. F., & Chang, R. C. Y. (2009). Health or Self-indulgence? The Motivations and Characteristics of Spa-goers. International Journal of Tourism Research, 11(2), 185–199. https://doi.org/10.1002/jtr.703
Mitchell, A. (1983). The Nine American Lifestyles: Who We Are and Where We Are Going. New York: Macmillan.
Nordbakke, S. T. D. (2019). Mobility, Out-of-Home Activity Participation and Needs Fulfilment in Later Life. International Journal of Environmental Research and Public Health, 16(24), 5109. http://doi.org/10.3390/ijerph16245109
Otoo, F. E., Kim, S., & Choi, Y. (2021). Developing a Multidimensional Measurement Scale for Diaspora Tourists’ Motivation. Journal of Travel Research, 60(2), 417-433. https://doi.org/10.1177/0047287519899990
Rokeach, M. (1973). The Nature of Human Value. New York: Free Press.
Šagovnović, I., & Kovačić, S. (2022). Predicting Travel Motivation with Personality and Personal Values – The Roles of Big Five Plus Honesty/Humility Personality Traits and Kahle’s Values. International Journal of Hospitality & Tourism Administration, 1-30. https://doi.org/10.1080/15256480.2021.2025189
Tkaczynski, A., & Prebensen, N. K. (2012). French Nature-based Tourist Potentials to Norway: Who are they? Tourism Analysis, 17(2), 181-193. https://doi.org/10.3727/108354212X13388995267869
United Nations. (2020). World Population Ageing 2020 Highlights: Living Arrangements of Older Persons. New York: Department of Economic and Social Affairs, United Nations. Retrieved from https://www.un.org/development/desa/pd/sites/www.un.org.development.desa.pd/files/undesa_pd-2020_world_population_ageing_highlights.pdf
Ward, A. (2014). Segmenting the Senior Tourism Market in Ireland Based on Travel Motivations. Journal of Vacation Marketing, 20(3), 267–277. https://doi.org/10.1177/1356766714525775
Weeden, C. (2013). Responsible Tourist Behaviour (Advances in Tourism). New York: Routledge.
Wen, J., & Huang, S. (2019). The Effects of Push and Pull Travel Motivations, Personal Values, and Destination Familiarity on Tourist Loyalty: A Study of Chinese Cigar Tourists to Cuba. Asia Pacific Journal of Tourism Research, 24(8), 805-821. https://doi.org/10.1080/10941665.2019.1635504
Wierzchoń, S. T., & Kłopotek, M. A. (2018). Modern Algorithms of Cluster Analysis. Switzerland: Springer. https://doi.org/10.1007/978-3-319-69308-8
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Research Articles
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How to Cite
DABPHET, Siripen.
Segmenting Senior Tourists: The Effects of Personal Values on Activity Preferences.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 15, n. 4, p. 55-67, oct. 2022.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-15-No-4-2022-55-67>. Date accessed: 27 apr. 2024.
doi: https://doi.org/10.14456/jcdr-hs.2022.35.