Although seniors have become a viable tourism group in Thai (Hsu, Cai, & Wong,
2007), studies focusing on understanding Thai senior travelers
are quite limited. Given the size, changing nature, and potential influence of this market
on the entire tourism industry, it is important that business operators and marketers
know how the Thai senior leisure travel market looks. However, a review of the
literature on senior travelers revealed that few studies have investigated this market.
This is not surprising, considering that China has always been regarded as a developing
country, and only in the last two decades have dramatic social, cultural, and economic
changes been underway. This study thus serves as one of the first attempts to investigate
the leisure travel behavior of Mainland Chinese seniors