Managing the Tourist Preferences of Seniors

Purpose: The main objective of this article was to identify and analyse the tourism preferences of seniors (people aged 55+), in particular their needs, motives for tourism and expected benefits. The main objective was complemented by empirical objectives that enabled the identification of a study group of seniors taking into account their age, marital status, income and tourism preferences. Design/Methodology/Approach: The literature analysis and criticism method, the diagnostic survey method, the comparison method and statistical methods were used to verify the hypotheses. The study was conducted on the basis of a questionnaire survey on a randomly selected research sample of 1,000 seniors from Lower Silesia. A comparative (comparative) analysis of documents published by the United Nations World Tourism Organisation (UNWTO), the Ministry of Sport and Tourism, the Lower Silesian Marshal's Office, the Polish Tourist Organisation, the Central Statistical Office and ZUS was also carried out. Findings: Most of the seniors surveyed chose Poland as their tourist destination. The predominant form was active leisure with an extensive programme, followed by individual leisure tailored during the event and all-inclusive leisure. Least respondents indicated leisure combined with sightseeing. Women mostly preferred active holidays with an extensive programme. Men felt that an individually tailored programme during the event was the most suitable form of leisure for them. Practical Implications: The practical business implications mainly concern the possibility for managers to use the results of the research in the process of selling a tourism offer to senior citizens by taking their preferences into account. Originality/Value: It emerged that gender significantly differentiates the tourism preferences of senior citizens.