| Summary: | 碩士 === 國立嘉義大學 === 全英文授課觀光暨管理碩士學位學程 === 107 === Senior tourism segment is of increasing importance, reflecting a richer aging population with good health and a desire to travel. In Thailand, Thai senior tourists appear as a significant segment to domestic and international destinations targeting this increasingly prosperous market. The primary objectives are to examine situational factors and travel constraints as well as relationships between these two constructs and to discover the effects on travel intentions of seniors aged 55 or greater associated with Thai senior tourists in Chiangmai, Thailand as a case study. A conceptual framework was built base on the relationship between situational factors, travel constraints and seniors’ travel intentions and the framework was used to guide the data collection process as well as analysis of the primary data. In this study, a sample of 308 Thai senior tourists who domicile in Chiangmai, Thailand responded to a survey. The scales of the study were adopted from previous researches and statistical analysis programs, SPSS 21.0, was used to process the data. The results of the study showed that the situational factors significantly influenced Thai seniors’ travel intentions while the travel constraints did not really significant to stimulate travel intention of Thai seniors. However, recommendations based on these findings could be implied by tourism planners and tourism organizers.
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