Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

LITERATURE REVIEW 
Gerontologists proposed that as people reached their mature stage of life, they became more preoccupied 
with self-utilization. They were looking for self-fulfilling activities and experiences. The retirees were motivated to 
“explore” the world as long as they still have their physical ability (Muller, 1996). Like their younger counterparts, 
seniors traveled for numerous reasons: for rest and relaxation, social interaction, physical exercises, learning, 
nostalgia, and excitement (Guinn, 1980a; McGuire, Uysal & McDonald, 1987).
Travel motivation was often used as a means to segment the mature tourism market. Shoemaker (1989) was 
one of the first researchers to question the homogeneity of the senior market. He categorized the market into three 
clusters: “family travelers” – passive seniors who used pleasure travel as a way to spend time with their immediate 
families and did not like to preplan their trip; “active resters” – travelers who were motivated to seek intellectual and 
spiritual enrichment, to rest, relax, and escape the daily routine, and to meet people and socialize; and “older set” – 
travelers who liked their trips filled with activities, but preferred all-inclusive hotels and resorts.

---