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The senior tourism market has received increased attention as the importance of this market segment becomes more evident. However, limited efforts have been devoted to understanding psychological aspects of senior tourists. The primary objectives of this research are to investigate seniors' affect and travel motivation as well as interrelationships between these two constructs and to discover the effects of affect and motivation on travel intentions of seniors aged 65 or greater. Using Taiwanese seniors as the study sample, the authors identify “novelty seeking” as the most important travel motivation factor from five extracted factors. It is also found that both positive and negative affective states have significant impacts on travel motivations and that only positive affect is significantly related to future travel intention. Among motivation factors, novelty-seeking not only can be stimulated by affect but also arouses travel intention. The findings of this exploratory study provide empirical support to understand psychological aspects of senior travelers.

The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers’ social media experiences influence their attitudes-toward-social-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers’ attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.

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Purpose -The purpose of this study is to provide an analysis of published marketing research within the top four hospitality journals and suggest future research directions. Design/methodology/approach -The study selects the top four hospitality-oriented journals and analyzes the topics, methods, and trends of hospitality marketing articles published between 2000 and 2009 through a qualitative research design using content analysis and descriptive analysis. Findings -The study explores how hospitality marketing research has progressed within the past decade in terms of topical areas, industry applications, and methods, and additionally discovers notable trends for hospitality marketing research. Practical implications -The study analyzes published research in hospitality marketing and is thus expected to provide topical and methodological recommendations to academic scholars in contributing further to scientific progress and the literature. Originality/value -Based on the existing reviews, this study aims to examine hospitality marketing research developments in top hospitality research journals over the past decade. It is the first study to review hospitality marketing research for a period of ten years in the recognized top four hospitality research journals.