| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 95 === Due to lower birthrates and longer lifespans, Taiwan has become one of the countries in the world with a burgeoning elderly population. The increasing numbers of seniors have become a large prospective market segment for the travel industry. The purpose of this study was to discuss the sources of travel information and the importance of and satisfaction with outbound package tour decisions among senior citizens. Lifestyle variables were employed to categorize these consumers after they were analyzed by a factor and cluster method. In total, 470 questionnaires were distributed in Taipei City, Taipei County, and Taoyuan County, all in northern Taiwan, and 444 of them were returned and determined to be valid. The results revealed the seniors could be placed into four categories: a quality-seeking group, a family-focused group, a fashion-conscious group, and life-tasting group. The majority of the quality-seeking group are military personnel, public school teachers, with monthly incomes of NT$25,001~75,000. The majority of the family-focused groups are housewives with no income. The fashion-conscious group was comprised of housewives and retirees, with monthly incomes of NT$25,001~50,000 and no income. Most of the seniors in the life-tasting group are military personnel, public school teachers, and retirees, with monthly incomes of NT$50,001~75,000.
There were significant differences in the sources of travel information and the importance of and satisfaction with outbound package tour decisions among senior citizens with different lifestyles. Finally, effective marketing strategies are suggested according to these four categories of seniors.
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