Older Tourists: An Exploratory Study on Online Behaviour

The Internet has reshaped the way consumers can search for and purchase tourism products. While various studies about online behaviour have addressed the ‘Y generation’, little attention has been given to older adults, particularly within the tourism industry. This article investigates older tourists’ online behaviour in an increasingly ageing context (Italy). In particular, the study focuses on past travel behaviour and online experience as antecedents of online purchase intentions. An exploratory research was conducted among a sample of 205 tourists aged 50 years and older. The findings reveal that online travel purchase intention positively depends on online word-of-mouth, previous online travel purchase, and education. In addition, significant behavioural differences emerge between prospective seniors and seniors. This study contributes to fill a gap in tourism literature about older tourists. Moreover, it provides useful insights and practical implications for hospitality and tourism companies willing to approach the senior market.