THE CHARACTERISTICS AND TRAVEL BEHAVIORS OF SENIOR LEISURE TRAVELERS: A CROSS-CULTURAL COMPARISON BETWEEN CHINA AND THE US

The study compared senior leisure travelers residing in two distinct cultures, Chinese and American, with respect to travel psychology and behavior. Using two datasets collected through survey questionnaires in China and the US by different methods, the author conducted t-tests of independent samples on the variables of travel motivations, attitudes, destination selection, activities, and perceived barriers. The empirical results indicated that senior leisure travelers in China differed significantly from those in the US, although both groups did share some characteristics in common. These findings have implications for tourism marketers in both China and the US. Also, this study appears to be the first to compare empirically Chinese senior travelers with their counterparts in the US, thereby highlighting the need for more cross-cultural research in senior tourism.