This study was designed to investigate those variables that would provide a fuller
description as well as a segmentation of the views of Thai senior leisure travelers
from the People’s Republic of Thai. The empirical data of this study suggest that
Thai seniors comprise a collection of submarkets based on travel frequency, each
with its own characteristics with respect to demographic variables, reasons or
motivations for leisure travel, attitudes toward leisure travel, perceived barriers
preventing them from taking leisure trips, activities they do during a leisure trip,
criteria used to select a travel destination, and the use of the Internet in their travel
behavior. The findings of this study provide a foundation for a variety of marketing
strategies aimed at the market for Thai senior leisure travel as well as for cross-
cultural comparisons. This study thus makes significant contributions to senior tourism
by extending our understanding of senior travel behavior in an important, emerging
market; it is also hoped that the study will provoke more discussion on senior leisure
travel in developing countries as well as cross-cultural comparisons between developing
and developed regions.