Unlike the passive senior customers, active seniors, who fulfill his or her health and wealth and pursuit conative and active life, are emerging as a new consumer group. Tourism Industries are also thriving along with the increase of active seniors’...
Unlike the passive senior customers, active seniors, who fulfill his or her health and wealth and pursuit conative and active life, are emerging as a new consumer group. Tourism Industries are also thriving along with the increase of active seniors’ demands for travelling. Furthermore, active seniors’ influences on the social media were expanded by their abilities of using the internet with a computer and mobile which was thought to be young’s exclusive property. Nevertheless, the need of a research was rose up because advanced researches regarding the use of the social media for senior group in tourism industries are insufficient. Because the tourism industries are bothered the scale of demand and the quality, it is important to research the use of the social media and the effects of behavior change on active seniors.
With this study, the relationship between the value of the travel information and the intention for using social media is established. To verify the behavior changes, the continuous use intention is to be determined. Based on the advanced researches and theories, factors that affect active seniors’ search behavior and continuous use of social media are determined. The hypothesis is adduced to determine the effect relationship between the factors.
As a result of the study, the value of the social media travel information effects positively on the social media use intention. It was confirmed that each values for travel information effects differently on the use intention. Hedonic, innovative, symbolic values effects positively on the motivation for the information seeking. Also, it was found that hedonic and innovative values effects on the entertaining motivation positively. However, the motivation for the relationship maintenance was only influenced by the functional values. And the aesthetic values were not influence by anything.
Marketers from the government, travel agencies, and attractions are able to form a new relationship and communicate with active seniors using social media. Within the tourism industries where uses the social media, active seniors are important market. Hereafter, understanding active senior’s new environment is important in creating and sharing travel information and contents deviating from the existing ways.