What Are the Needs of Senior Tourists? Evidence from Remote Regions of Europe

Abstract

Tourism is one of the fastest-growing industries in Europe, with growth mostly centered in major cities and urban locations. Nevertheless, remote destinations can also offer tranquility and accessibility, as well as both unexploited and unknown development potential for active senior travelers. The purpose of this paper is to analyze, on the basis of information gathered from 1705 questionnaires, senior touristic behavior, including motivations and decision-making issues for senior travelers in 11 remote regions of nine European countries (Finland, Latvia, Poland, Slovakia, Hungary, Bulgaria, Spain, Ireland, and Greece). A mixed-methods approach was used to fulfill the research objectives. Both interviews and the survey method were applied to generate data from senior tourists. The present study will focus on the key factors explaining senior tourists’ motivations and barriers to travel. The results of surveys conducted within the TOURAGE project indicate the significant potential of remote regions in the development of senior tourism. For senior respondents, a very important reason for going on holiday is the possibility of enjoying rest and silence. Safety, nature, historical sites, quality of services, and easy transportation connections are the top five attraction factors for seniors when choosing a destination. At the same time, according to the interviews, among the important problems negatively influencing the size of the senior tourism market in remote regions are: difficulties in reaching seniors with tourist offers, a lack of promotion of local tourist products aimed at seniors, and finally a lack of financial resources for the implementation of local projects supporting the development of senior tourism.

Tourism-Related Needs in the Context of Seniors’ Living and Social Conditions

“…Research conducted among Polish seniors indicates that they do not travel for financial reasons [ 44 , 45 , 46 , 47 ] or for health reasons [ 45 , 46 , 47 ]. This conclusion is in line with the results of our study.…”

“…However, the survey we conducted among selected seniors showed yet another reason: a language barrier. The authors of many studies indicate that seniors choose domestic stays, which they organise themselves or with the help of travel agencies [ 44 , 45 , 46 , 47 ]. Seniors in other countries do the same, making additional use of the Internet [ 48 ].…”

“…The purpose of trips by Polish seniors is leisure and family reunions [ 49 , 50 ]. Leisure tourism also combines cognitive values [ 45 , 46 , 47 , 49 , 50 ]. The seniors participating in our study gave us similar feedback.…”

“…No shortcomings of age or physical condition should be emphasised. Adapting the tourist offer to the requirements of seniors has been discussed many times in the literature [ 45 , 46 , 47 , 53 ]. The tourism industry cannot determine the needs of seniors by itself; it can only do so with significant cooperation with seniors and constant monitoring of their needs and expectations.…”

Sustainable development of destination Bulgaria through alternative forms of tourism

“…The certificate is issued to new construction projects, buildings in operation or those undergoing renovation. More and more entrepreneurs in Bulgaria are focusing on the use of similar certification systems in order to meet the modern demands of consumers for sustainability in every aspect of life [34], as well as to guarantee a higher return on investment, as is the case with Garitage Park, located in Sofia, which is the first multifunctional complex in Central and Eastern Europe to receive a final certificate with an excellent rating by BREEAM Communities 2012 for social, economic and environmental sustainability.…”