This article utilized content analysis of seniors' narratives on the Internet to uncover the central themes related to their perceptions of travel constraints and the ways through which seniors negotiate such barriers. The study results suggest that aging is associated with alterations in the order of salient constraints proposed by the hierarchy of leisure constraints theory, which in turn affect seniors' preferences for "safe" options such as packaged tours. Using gerontology and decisionmaking theories, the article provides conceptual and methodological contributions to the literature. It also offers practical recommendations for businesses responding to the tourism needs and expectations of the fastest-growing tourism market segment worldwide: the senior population.
This study draws on dual-processing theory and post-materialism assumptions to uncover the role of attitudinal and materialistic values in determining the degree to which consumers are willing to pay premium prices for sustainable tourism services. Findings from a large-scale survey of Swedish potential ecotourists reveal that, while attitude and environmental beliefs relate positively to willingness to pay premium (WTPP) for ecotourism, materialistic values exert a negative effect. In line with the theory of affect heuristics, study results further suggest that by giving rise to the intensity of feelings toward the offering, ecotourism interest alters the interplay of affective and evaluative antecedents, so that greater interest amplifies the influence of affective attitude and materialistic values on WTPP while simultaneously attenuating the effect of environmental beliefs.
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