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Project „Developing Senior Tourism in Remote
Regions” (TOURAGE )
“What are the needs of senior
tourists in TOURAGE regions?”
Report on the results of the Questionnaire for local
seniors on tourism
February 2014
2
This brochure was produced by TOURage in partnership of INTERREG IVC pro-
gram and the European Union. It does not necessarily represent the official views
of the European Union.
Edited by Szabolcs-Szatmár-Bereg County Regional Development and Environmental Management
Agency/Észak-Alföld Regional Development Agency Nonprofit ltd.
Layout by Vidzeme Planning Region, Latvia
3
Content
Introduction - About the TOURage project ........................................................ ..4
1. TOURage methodology ....................................................................................... ..6
2. Data collection ...................................................................................................... ..7
3. Data analysis of the local senior questionnaire ............................................ ..9
3.1. Background information ...................................................................... ..9
3.2. Travel patterns of seniors ..................................................................... 13
3.3. Motivation and needs ............................................................................ 19
4. Main findings ........................................................................................................ 26
Annex 1: Questionnaire ........................................................................................... 28
4
Introduction - About the TOURage project
Overview
The project has grown out from the idea that although demographic change brings
many challenges it can also bring opportunities to the regions. Tourism is one of the
fastest growing industries in the Europe and relatively remote regions have both a lot
of unexploited and unknown development potential in this regard. The project seeks
to identify good practices on developing tourism possibilities for growing segment of
elderly travelers.
The results gained in this collaboration will be essential instrument to communicate
to the rest of Europe the means by which "The Senior Tourism Model" can be created
and enhanced and also what kind of tools can be used to improve regional senior
tourism policies.
TOURage project is funded by the Interregional Cooperation Programme INTERREG
IVC aimed at improving the effectiveness of regional policies and instruments. The
project runs from January 2012 until December 2014.
Objectives
The overall objective of the project is to enhance the regional economy by means of
senior tourism development and to support active and healthy ageing. The project
aims to enlighten the responsible personnel of regional authorities, decision-makers
and politicians in the field; its challenges and benefits; its future trends and above all
good practices exchanged and deployed.
Activities
Identifying and exchanging good practices will help to overcome the chal-
lenges connected to senior tourism ("silver tourism") and develop a clear un-
derstanding of central possibilities of silver tourism in the partner regions.
Evaluating the most important challenges facing silver tourism in the part-
ner regions.
Exchange experiences on senior tourism through successful seminars, work-
ing groups and study visits.
Deepening of the relations between partners and their respective regions.
Developing joint methodologies and giving policy recommendations based on
good practices exchanged during the project.
Dissemination of the obtained project results for the benefit of releavnt tour-
ism stakeholders at a local to European level.
Increasing networking capacity and synergies within European-wide silver
economy networks and projects.
Finding solutions to turn population ageing into an asset and overcome
structural change by new innovative means.
Promote sustainable regional economy and wellbeing.
5
The partnership consists 11 partners from 9 European Union Member States. The
TOURage partners are the following:
Regional Council of North Karelia, FINLAND, Lead Partner
Web: www.pohjois-karjala.fi
Vidzeme Planning Region, LATVIA Web: www.vidzeme.lv
Szabolcs-Szatmár-Bereg County Regional Development and Environmental Management
Agency, HUNGARY
Web: www.szszbmfu.eu
Lake Balaton Development Coordination Agency, HUNGARY
Web: www.balatonregion.hu
Region of East Macedonia & Thrace, GREECE
Web: www.pamth.gov.gr www.pamth.eu
Regional Development Agency of the Prešov Self-Governing Region, SLOVAKIA
Web: www.arrpsk.sk
Association of Polish Communes of Euroregion Baltic, POLAND
Web: www.eurobalt.org.pl
Bourgas Regional Tourist Association, BULGARIA
Web: www.brta.eu
Podkarpackie Region, POLAND
Web: www.wrota.podkarpackie.pl
West Regional Authority, IRELAND
Web: www.wra.ie
County Council of Granada, SPAIN
Web: www.dipgra.es
*North-West Regional Development Agency, ROMANIA (until 31.12.2012)
Partnership
6
In order to examine the Good Practices presented by each project partner related to
senior tourism, a two way approach will be adopted.
1. TOURage Methodology
Chart 1: Methodology of TOURage project
Based on the results of the supply and demand side activities, in each partner
region implementation plans will be developed on concrete measures to foster the
Good Practice transfer and mainstreaming between the participating regions. As
an additional output the Senior Tourism Model will be developed as a main
output of the TOURage project, which could be the regional input for EU policy
development activities in the field of senior tourism in the future.
As part of the project’s demand side activities a survey was conducted among
domestic seniors and foreign tourists. In order to better understand the needs of
the target group of ageing tourism, there is a necessity to develop a questionnaire
for them. In order to develop comprehensive results on the needs of senior
tourists, two questionnaires were created which were a:
Questionnaire to 55 years or over tourists travelling into the project
region.
Questionnaire to local retirement pensioners.
With the local senior questionnaire, the travelling habits, motivations and needs
of the regional seniors that are on retirement pension are revealed. The results of
this questionnaire can be employed in the development of regional tourism ser-
vices for senior tourists in order to meet the needs of senior citizens and in the im-
provement of regional, national and EU level tourism policies.
Based on regional analysis conducted in the field of senior tourism; demographic
change & demand and supply side activities will be implemented:-
Supply side activities: good practice collection, evaluation and selection
methodology, study visits and preparation of good practice catalogue.
Demand side activities: questionnaire on senior tourism needs and
study based on the questionnaires.
7
2. Data Collection
Based on the project methodology and previous Working Group meeting discus-
sions, partners received a template for the local senior questionnaire from the Com-
ponent 3 leader. The questionnaire (see Annex) was composed of 22 questions. 11 of
these questions dealt with the motivations and need of senior tourists in Europe, 3
were region specific questions to bring local added value for the partners and 8
questions on general characteristics of seniors answering on the questionnaire.
Questionnaire was targeted to the persons who are on retirement pension. The offi-
cial retirement age varies in different countries. Although there are some specific
national regulations which results that some people can be retired under the official
retirement age (special job conditions, health issues). It resulted that some seniors
answering for the questionnaires are under the official retirement age of the respec-
tive country.
Based on the template, national versions of the questionnaires were translated, and
specific cover letters were attached on behalf of the representatives of the partner
organisations.
Project partners used different methods to meet with local seniors and ask for their
opinion on tourism related issues. These methods included:
Meeting with local senior clubs;
Distribution of questionnaires on exhibitions;
Sending questionnaires to local seniors or groups.
Questionnaires were collected between Autumn 2012 and Spring 2013 in the
TOURage partner regions. The target number was 150 completed questionnaires
per partner. As a result 1,704 questionnaires were filled and analyzed. The regional
average of completed questionnaires was 142, but as the Baltic Euroregion partner
involved two regions the average number of questionnaires per partner amounted
to 155 (over the decided target number). Please see the table below for a breakdown
on the number of questionnaires completed by each partner region:
Table 1: Number of Filled Questionnaires in TOURage Regions
Region Country
Number of filled
questionnaires
North Karelia Finland 183
Vidzeme Latvia 177
Baltic Euroregion - Pomorskie Poland 154
Baltic Euroregion – Warmia-Mazury Poland 47
Podkarpackie Poland 150
Presov Slovakia 150
Szabolcs-Szatmár-Bereg Hungary 129
Balaton Hungary 150
Bourgas Bulgaria 150
Granada Spain 175
West Region of Ireland Ireland 129
East Macedonia and Thrace Greece 110
8
There was varied responses to the different type of questions within the
questionnaire. The following table shows the response rate for each of the questions:
Table 2: Response Rate for
Questions
No. of
Questi
on
No. of
Respondents
Response
Rate
1 1633 96%
2 1422 83%
3 1452 85%
5 1412 83%
6 1284 75%
7 1424 84%
8 1420 83%
9 1291 76%
10 1436 84%
11 1457 86%
12 1384 81%
13 1341 79%
15 1677 98%
16 1640 96%
17 1552 91%
19 1672 98%
20 1651 97%
21 1645 97%
22 1501 88%
* This table illustrates the response rate for non-text datas only
9
3. Data Analysis of the Local Senior Questionnaire
The data analysis of questionnaires collected in TOURage regions was following
these steps: each partners received code lists for questionnaire, based on them, the
questionnaires were coded, and sent for Component 3 leader for analysis. This
common template for encoding received answers could provide the opportunity to
analyse datas on project level.
Received coded tables were checked individually, whether they were correctly
recorded. After the revision of datas, regional answers were merged in a single data
analysis table. This was the basis of data analysis on project level, which included
in some cases some regional comparative analysis as well, to have a better
understanding of project level datas.
Questions are grouped into 3 groups: background information, travel patterns,
motivations & needs. The analysis is following this structure of questionnaire. The
analysis is summarizing the most important tourism patterns of local seniors in
TOURage partner regions. It is the basis to further evaluate good practices collected
in the project, and to better understand what developments are necessary in
European regions to better exploit opportunities in senior tourism.
3.1. Background Information
A total of eight questions from the questionnaire were focusing on some general
characteristics of seniors answering for the questionnaire (age, gender, marital
status, education, and income level). One of the aims of these questions was to
make sure that the respondents are in the right target group, i.e. are seniors who
are on retirement pension and live in the TOURage regions.
The following table shows the number of respondents by their nationality. We have
to mention that because of the two Hungarian and two Polish TOURage partners
that there is an overrepresentation on project level in the number of respondents by
these countries.
Table 3: Nationality of Respondents
Nationality
Number of
Respondents
Finnish 183
Latvian 177
Polish 351
Slovakian 150
Hungarian 279
Bulgarian 150
Spanish 175
Irish 129
Greek 110
TOTAL 1704
10
In gender terms, the majority of seniors answering the questionnaire were women
(69% - 1,156 female). This shows the demographic fact that older aged women hold
the majority over older aged men in society. But this also signal that they are more
active in such activities where the questionnaires were distributed, e.g. senior club
activities and exhibitions organised for seniors. This higher representation of
women also has an effect on the results of the questionnaires, as the motivations
and needs of seniors are illustrating women interests more than men.
Graph 1: Gender Ratio of Respondents (Question 15, N=1677)
The average age of seniors answering the questionnaire was 68.3 years (1,641
answers). 59,5 percent of the respondents were under 70 years old, 38,8 percent
were between 70 and 84 years old as 85 years old or over represented 1,9 percent of
the respondents. There was a fairly balanced response from young and older senior
groups, which is indicated in the table below. Please note that the questionnaire
was targeted to people who are on retirement pension. The official retirement age
varies in different countries and in some special cases (health issues, job conditions)
people can retire even before reaching that age. Due to this, some respondents were
under the official retirement age of their country.
The answers for the questions shows a good representation of all age groups of
seniors. The oldest senior answering the questionnaire was 95 years old, so this
proves as well the broad age cohort of senior respondents and represents varied
results on the needs of domestic senior travellers.
Question 15.
Gender □Male □Female
Question 16.
How old are you? _________ years old
Table 4: Age Groups of Respondents (Question 16, N=1641)
Age Group Number of Respondents Ratio of Total Respondents
47-54 14 0,9%
55-59 141 8,6%
60-64 330 20,1%
65-69 490 29,9%
70-74 375 22,9%
75-79 177 10,8%
80-84 84 5,1%
85-89 24 1,5%
90+ 6 0,4%
11
A total of 1,552 answered this question. On average the seniors had retired for al-
most 10 years (9.5 years) ago. More than half of the respondents had retired less
than ten years ago. However there is respondents who have been on retirement 15-
20 years which shows that the involved seniors are representing a wide variety,
having experiences in senior tourism and activities, and their answers are a good
sample of their motivations and needs towards senior tourism. (See also question 16
on the respondents age.)
Table 5: Years on Retirement Pension of Respondents (Question 17, N=1552)
Years Number of Respondents Ratio of Total Respondents
1-4 477
30,7%
5-9 424
27,3%
10-14 257
16,6%
15-19 199 12,8%
20+ 195
12,6%
A total of 1,672 seniors responded to this question. Most of the respondents were
married (55%), whilst 25% were widow/widower. When we are talking about
tourism it is important to notice that a high proportion of this group is single (10%),
divorced (7%) or a widow/er (25%). For example the specific senior club activities
and especially tourism group tours are targeting these seniors, who are looking for
travelmates.
The following table and graph show the answers received:
Graph 2: Marital Status of Respondents
(Question 19, N=1672) Table 6: Marital Status of
Respondents (Question 19, N=1672)
Marital status Number of
respondents
married 916
single 166
in a relationship 48
widow/widower 424
divorced 118
no answer 32
Question 17.
How long have you been on retirement pension? _______years ______months
Question 19.
Marital status
□married □widow/widower
□single □divorced
□in a relationship
12
The seniors who responded to the questionnaire (1651) have a balanced educational
background with 22% having a university degree, 20% has completed elementary
school, and 58% has secondary education. This balanced level ensures a good
representation of seniors with all types of educational background in this TOURage
questionnaire.
The following table and graph shows the received answers relating to educational
qualifications:
Graph 3: Education Level of Respondents
(Question 20, N=1651)
Table 7: Education Level of
Respondents (Question 20,
N=1651)
Level of education Number of
respondents
University degree 365
Technical/trade
school/vocational 516
Upper secondary
school 447
Elementary school 323
No answer 53
Every fifth of the respondents (total number of respondents is 1,645) are still working
(9% full time, 7% part time, 5% as entrepreneur). It is also an important message of
the answers, that seniors are opened to entrepreneurship, with 84 seniors answered
that he/she is running his/her own business. Majority (79 %) of the respondents are
not working or running enterprise during the retirement.
The following table and graph show the answers:
Graph 4: Employment During Pension
Question 21, N=1645) Table 8: Employment During
Pension (Question 21,
N=1645)
Yes, full-time 153
Yes, part-time 110
Yes, I am entrepreneur 84
No 1298
No answer 59
Question 20.
Education level
□ University degree □ Upper secondary school
□ Technical/trade school/vocational □ Elementary school
Question 21.
Are you still employed as a retirement pensioner?
□ Yes, full-time □ Yes, I am entrepreneur
□ Yes, part-time □ No
13
A total of 1,633 respondents answered this question, with 12% of respondents have
not travelled since retirement. According to this questionnaire, 56% of respondents
preferred to stay on holiday a week or less, and 19% 8-10 nights. 13% answered that
they stay on holiday usually 2 weeks or more. Thus, even though slight majority of
respondents usually stay on a holiday one week or less it is important to notice that
only every 7th respondent stays usually 2 weeks or more when they go on holiday.
Graph 7: Usual Length of Holiday Since
Retirement Pension (Question 1, N=1633)
Table 10: Usual Length of Holiday
Since Retirement Pension
(Question 1, N=1633)
1 - 3 nights 413
4 - 7 nights 506
8 - 10 nights 316
2 - 3 weeks 158
1 month or more 39
Have not travelled while on
retirement pension 201
No answer 71
Graph 8: Usual Length of Holiday Since Retirement Pension – Regional
Comparison (Question 1, N=1633)
Question 1.
What has been the usual length of your holiday since you have been on retirement
pension?
□1 - 3 nights □2 - 3 weeks
□4 - 7 nights □1 month or more
□8 - 10 nights □Have not travelled while on retirement pension
3.2. Travel Patterns of Seniors
A total of 11 questions were included in the questionnaire of local senior tourists in
order to find the motivations and needs of seniors in connection with tourism. The
first 8 questions are related more to the general travel patterns of the seniors, for
which we are focusing in this part of the analysis.
14
TOURage project as an interregional cooperation project was created on the idea that
senior tourism has a lot of potentials in the European Union. We focused on two main
fields: how senior tourism can contribute to regional economies, and how senior
tourism activities can enhance the cooperation between European regions.
Our results (1,422 respondents) show that every third senior mostly travel abroad
during their holidays, which shows that seniors has an important market potential
not only in their home country but also abroad.
Graph 9: Destination of Travel During
Retirement Pension (Question 2, N=1422) Table 11: Destination of Travel
During Retirement Pension
(Question 2, N=1422)
abroad 406
in home country 1016
no answer 282
There are some regional differences; in some countries there is a higher proportion of
seniors that are mostly travelling abroad.
Graph 10: Destination of Travel During Retirement Pension – Regional
Comparison (Question 2, N=1422)
In generally, one week or less is the most usual length of holiday for the respondents.
The highest numbers of seniors that have not travelled in retirement were found
from the regions of Presov (55%), Vidzeme (23%) and East Macedonia and Thrace
(13%). Seniors from Granada, Warmia Mazury, Bourgas, West Ireland and North
Karelia are travelling the most out of the TOURage partners. Reasons to travel or
not to travel might be financial but also relate to culture, habits, social issues etc.
(see also question 17).
Question 2.
During retirement pension do you mostly travel ...? Choose 1
□abroad □in home country
15
Especially seniors from North Karelia and West Ireland mostly travel abroad (almost
every second). The Greek respondents are travelling abroad the least.
We have received 1,452 answers for this group of question dealing with the most
usual seasons for travelling. The respondents were allowed to choose more than one
option. The results show that they usually travel in summer and autumn (both more
than 50 % of respondents), but for this age group travelling in spring is also quite
common period.
Graph 11: Season of Senior Tourism
(Question 3, N=1452)
Table 12: Season of Senior Tourism
(Question 3, N=1452)
Spring
617
Summer
760
Autumn
728
Winter 238
There are also regional differences in prefered seasons for travelling. Winter in the
majority of the regions is not preferred, but in North Karelia seniors choosing winter
as equally as other seasons for holiday. In Vidzeme, Presov, Pomorskie, East
Macedonia and Thrace summer even in senior age is the most important season for
travel (see Graph 12).
Graph 12: Season of Senior Tourism – Regional Comparison (Question 3, N=1452)
Question 3.
During retirement pension do you usually travel in..? Choose 1 or more
□Spring □Autumn
□Summer □Winter
16
Most of the seniors (47% out of 1,412 respondents) prefer to organise their travel
individually. There was one important note on the role of different pensioner
organisations and associations, and also some social tourism schemes were
mentioned by respondents. The pensioner organisations (like Active Retirement
Ireland, pensioners’ clubs, thematic pensioner associations) are key players in
organising group travels for seniors. Also some other associations (like tourism,
religious, handicapped) are coordinating travel for seniors (although they are not
specifically focusing on seniors in their offers). The social tourism scheme of National
Public Health Organisation in Finland and SOREA programme in Slovakia was also
mentioned as a specific way of organising a holiday trip. The relatives and ex-co-
workers are important travel mates (see also answers on Question 8), they were
mentioned as organizers of holidays as well, not only as reasons of travel (see
Question 10).
Graph 13: Organisation of Holiday Trips
During Retirement Pension (Question 5,
N=1412)
Table 13: Organisation of Holiday
Trips During Retirement Pension
(Question 5, N=1412)
Travel / accommodation organised
individually 665
Travel/accommodation booked
through a travel agency 411
Package tour/all inclusive holiday
booked via internet 60
Package tour/all inclusive holiday
booked through a travel agency 121
Other 155
No answer 292
Question 5.
How have you usually organized your holiday trips during retirement pension? Choose 1
□Travel / accommodation organised individually
□Travel/accommodation booked through a travel agency
□Package tour/all inclusive holiday booked via internet
□Package tour/all inclusive holiday booked through a travel agency
□Other, name it:______________________________________
Question 6.
From the following information sources, which have been the most important ones when
you have made a decision about your travel plans? Choose 3
□Own personal experience □Internet
□Relatives and family □Travel / tourist agencies
□Friends □Media (newspaper, radio, TV)
□Recommendations of other people □Social media (Facebook, twitter, blogs etc.)
□Guidebooks and magazines (commercial) □Other, name it:___________________
□Travel catalogues, brochures (non-commercial)
Personal experiences (21%), family (19%) and friends (19%) are the most important
sources of information for making decisions on the travels of seniors. The media and
social media are not relevant sources of information, although the internet is
mentioned in 7% of the answers as a source of finding information. The categories of
other specific sources of information were mentioned such as; the role of pensioner
17
organisations (senior clubs & Active Retirement Ireland) is crucial, but also the
suggestions of doctors are mentioned as well.
In order to get a clear indication of the decision making of seniors, it is worth
mentioning two concrete information sources (stated under ’other source’ by seniors)
with books and dreams of young age being a source in making a decision. It shows
also that seniors are sentimental, and do not dependent on the mass media such as
newspapers, radio and TV (with only 2% of respondents mentioning this as a source
of information) in deciding their travels in most cases.
Graph 14: The Most Important Information
Sources for Decisions on Travels (Question 6,
N=1284)
Table 14: The Most Important
Information Sources for Decisions
on Travels (Question 6, N=1284)
Own personal experience 632
Relatives and family 586
Friends 580
Recommendations of other people 283
Travel / tourist agencies 242
Internet 225
Travel catalogues, brochures (non
-commercial)
175
Guidebooks and magazines
(commercial)
168
Media (newspaper, radio, TV) 71
Social media (Facebook, twitter,
blogs etc.)
19
Other 86
The overall findings in Question 7, shows that the bus is the most common mode of
transport of seniors (39%). Using own cars for relatively shorter distances is a
common mode of transport (26%). It is also popular to take an airplane for travelling
(20%). Train is the fourth common mode of transportation (13%). As other modes of
transport a number of the respondents mentioned camping caravans, which is a way
of travelling for longer periods and to access more rural locations. It is worth
mentioning that there were differences between the regions. For example in North
Karelia the plane was the most usual mode of transportation while bus was the
second common.
Question 7.
What mode of transportation you have usually used when you go on holiday during
retirement pension? Choose 1
□Airplane □Car
□Boat □Motorbike
□Train □Bicycle
□Bus □Other, name it:________________
18
Graph 15: Usual Transportation Mode During
Retirement Holiday (Question 7, N=1424) Table 15: Usual Transportation
Mode During Retirement
Holiday (Question 7, N=1424)
Bus 555
Car 369
Airplane 276
Train 185
Boat 31
Bicycle 4
Other 4
Motorbike 0
No answer 280
Besides the spouse/partner (48%), friends are the most common travel mates based
on the answers received (31%).
The seniors are usually travelling with friends either in smaller groups (20%) or with
specific group travel, focusing on seniors (11%). The third largest group of travel
mates are relatives (11%). It is important to note that based on these answers that
for seniors it has a crucial importance to know previously those persons who they are
travelling with.
Graph 16: Travel Mates During Retirement
Pension (Question 8, N=1420)
Table 16: Travel Mates During
Retirement Pension (Question 8,
N=1420)
Spouse, partner 696
Friend(s) 278
Group travel with people you
know 164
Alone 104
Own child/children 83
Other relative(s) 44
Grandchild/children 27
Group travel with people you
have not met before 13
Other 11
No answer 284
Question 8.
With who have you usually travelled during retirement pension? Choose 1
□Spouse, partner □Alone
□Own child/children □Group travel with people you know
□Grandchild/children □Group travel with people you have not met before
□Other relative(s) □Other, name it _________________________
□Friend(s)
19
3.3. Motivation and Needs
Question 9-11 are especially focusing on motivations and needs of seniors. As they
are handled as a new emerging market of tourism products, these specifications
could be important to develop new destinations and services especially designed for
senior citizens.
Financial reasons and health problems are the main barriers of travel for
respondents. Financial issues are linked to peripheriality and this is especially
evident in low income areas of Europe, which shows the importance of social
tourism for seniors. In the Finnish partner region, North Karelia, the respondents
ranked this barrier also the most significant but on the contrary to 74% average of
the project level data, 34 % of North Karelian seniors perceived it as a barrier. It is
also interesting, that 59% of the total project results feel that health problems are
the biggest barrier (2nd highest rank), but in North Karelia it is the lowest value at
only 23% (5th highest rank). Overall, the 3rd and 4th barriers to travelling are the
lack of time and a lack of interesting supply, but there is a financial divide behind
these answers as well.
The third group of barriers includes missing travel companion, lack of
transportation connections, safety of the destination and the travel. They are more
related to the logistics of senior tourism, which are in line with the findings that
they prefer to travel in groups (not alone), looking for safe holiday locations, where
they can get all the necessary quality services, and the destination should be easily
reached by direct transportation links (see answers for transportation modes).
Question 9.
If you sometimes have decided not to travel for a holiday when you have been on
retirement pension, which of the following barriers have been reason for not to travel?
Please answer to all. Evaluate Y=Yes, N=No, n.a=Don’t know.
Financial reasons Y N n.a
Lack of time Y N n.a
There was no supply which I‘m interested in Y N n.a
I was concerned about safety in the destination Y N n.a
I was concerned about safety during traveling Y N n.a
I had health problems Y N n.a
Transportation connections were lacking Y N n.a
I didn‘t have a travelling companion Y N n.a
Accessibility in destinations was weak Y N n.a
I didn‘t have needed travel documentations Y N n.a I’m not interested in making holiday trips Y N n.a
Other, name it: Y N n.a
20
Table 17: Barriers of Not Travelling During Retirement Pension (Question 9,
N=1291)
Barrier
of travel
Not a
barrier of
travel
Barrier
of travel
(%)
Not a
barrier
of travel
(%)
No
answer
Financial reasons 910 381 70% 30% 0
I had health problems 684 513 57% 43% 94
Lack of time 439 651 40% 60% 201
There was no supply which I‘m
interested in 307 685 31% 69% 299
I didn‘t have a travelling companion 266 807 25% 75% 218
Transportation connections were
lacking 236 749 24% 76% 306
I was concerned about safety in the
destination 229 792 22% 78% 270
I was concerned about safety during
traveling 221 799 22% 78% 271
Accessibility in destinations was weak 177 796 18% 82% 318
I’m not interested in making holiday
trips 145 868 14% 86% 278
I didn‘t have needed travel
documentations 110 921 11% 89% 260
Other 45 174 21% 79% 0
What should be noted also as an important non-barrier factor, is seniors are ready to
travel and make holiday trips (with only 18% answering that they are not interested
in travel), and they have the necessary travelling documents for that (only 11% does
not have). Therefore, it is more social (financial and health) issues in the peripherial
TOURage regions that is preventing them to take part more actively in senior
tourism activities.
As other reasons the illness of partner, family issues, gardening, lack of need to
travel was mentioned in some cases. Besides in some specific cases such issues like
tiring journey, travel agency bankruptcy, pregnancy of daughter, payable single
supplement, spouse’s reluctance to travel by car was also mentioned.
Graph 17: Barriers of Not Travelling During Retirement Pension
(Question 9, N=1291)
21
It should be noted that altogether 1291 seniors responded to the question. However,
some respondents did not provide answers to all options listed in the question. For
this reason, the number of respondents varies slightly between different barriers.
Table 18: Motivations for Holiday (Question 10, N=1436)
No
importance
Not very
important Neutral
Some
importance
Extremely
important
Average
importance Rank
to enjoy rest and silence 83 108 194 447 604 3,96 1
to escape routines 103 67 241 483 506 3,87 2
to spend time with my
family 160 82 184 367 561 3,80 3
to improve quality of life 79 98 318 448 430 3,77 4
to experience something
new 138 98 218 513 435 3,72 5
to make friends and
socialize 191 182 326 381 307 3,31 6
to look for romance 614 186 268 142 108 2,20 7
other 83 13 49 46 73 3,05
The survey provided an opportunity for respondents to name any missing holiday
motivations. The respondents mentioned that they are looking for new places to visit,
and especially mentioned to explore their own country (Greece, Latvia) and its
cultural and natural heritage. It was noted that one important goal was not only to
spend time with family but also with friends on a holiday. In a few cases sport (e.g.
golf, ski) and cultural activities (art classes, dance) were also mentioned as holiday
motivations. Health and rehabilitation was also mentioned together with relaxation
and being away from daily practices.
On the overall project level, enjoying rest and silence is the most important factor for
seniors when they are planning their holidays. It is an important condition when a
certain region plans to extend senior tourism environments. Regions has to offer
places which are relaxing, and provide a safe environment for seniors. Family is also
a major factor as a motivational factor for holidays, in many cases family members
(children, grandchildren) are living abroad, and the holidays could be a way to meet
with family members. For seniors, it is also important to escape daily routines,
improve quality of life and experiencing something new.
Question 10.
When you are considering a holiday trip, how important do you consider the following
holiday taking motivations? Please answer to all. Evaluate on a scale from 1 (=no importance)
to 5 (=extremely important).
No
importance
Not very
important
Neutral Some
importance
Extremely
important
to enjoy rest and silence 1 2 3 4 5
to improve quality of life 1 2 3 4 5
to make friends and socialize 1 2 3 4 5
to look for romance 1 2 3 4 5
to experience something new 1 2 3 4 5
to escape routines 1 2 3 4 5
to spend time with my family 1 2 3 4 5
Other, name it: 1 2 3 4 5
22
Graph 18: Motivations for Holiday (Question 10, N=1436)
Interesting to note also, that making new friends or socializing has the biggest
variation among the answers and it received second least amount of extremely
important and some importance answers. Looking for romance is minor motivation
for senior to go on holiday and almost 50% of respondents answered that it has no
importance. It can be summaries that they are more interested in travelling with
their family and friends, and just to have an enjoyable, and relaxing holiday in a new
location. It is important to notice that also in this question there was a variation
between the regions. All those regions who prepared a regional report made available
their summaries at the www.tourage.eu project website.
It should be noted that altogether 1436 seniors responded to the question. However,
some respondents did not provide answers to all options listed in the question. For
this reason, the number of respondents varies slightly between different motivations.
23
The findings under question 11 show that nature, safeness, historical sites, quality of
services and easy transportation connections are the top 5 attractions for seniors
when choosing a destination. Doing heavy physical activities, sports, snow, making
handicrafts, dancing, camping and city life are activities that do not interest senior
travelers. Based on the analysis of 31 factors, we can say that a perfect offer for a
senior could be shaped out of the top 5 attractions. Even in previous questions, safety,
easy access, quality of services, nature and the historical sites were mentioned, so we
can say that the senior tourists in peripheral TOURage regions could be attracted by
these factors. Also local culture interests respondents.
In addition, it is important to say that respondents are looking for quality accomoda-
tion (not camping) Health and medical services and low prices are also important.
Question 11.
If you consider going on a holiday what attracts you when you are choosing the
destination? Please answer to all. Evaluate on a scale from 1 (=no importance) to 5 (=extremely
important) how important the following attributes/activities of a destination are to you.
No
importance Not very
important Neutral Some
importance Extremely
important
Nature 1 2 3 4 5
Historical sites 1 2 3 4 5
Events and festivals 1 2 3 4 5
Local culture 1 2 3 4 5
Gastronomy 1 2 3 4 5
Wellness services 1 2 3 4 5
Healthcare and medical services 1 2 3 4 5
City life 1 2 3 4 5
Country life 1 2 3 4 5
Beach and sun 1 2 3 4 5
Snow 1 2 3 4 5
Religious sites 1 2 3 4 5
Meeting local people 1 2 3 4 5
Visiting friends and relatives 1 2 3 4 5
Doing sports 1 2 3 4 5
Light physical activities 1 2 3 4 5
Heavy physical activities 1 2 3 4 5
Shopping 1 2 3 4 5
Dancing 1 2 3 4 5
Making handicrafts 1 2 3 4 5
Learning new things and educating
myself 1 2 3 4 5
Low prices 1 2 3 4 5
Sustainability and environmental
friendliness in the destination 1 2 3 4 5
Good accessibility of services and
activities 1 2 3 4 5
Easy transportation connections 1 2 3 4 5
Safeness 1 2 3 4 5
High quality hotel accommodation 1 2 3 4 5
Cottage accommodation 1 2 3 4 5
Camping 1 2 3 4 5
Quality of services 1 2 3 4 5
Possibility to use mobile guides in the
destination 1 2 3 4 5
Other, name it: 1 2 3 4 5
24
Table 19: Attraction Factors Choosing a Destination (Question 11, N=1457)
No
importance
Not very
important Neutral
Some
importance
Extremely
important
Average
importance
1. Nature 63 44 141 556 653 4,16
2. Safeness 66 51 194 408 648 4,11
3. Historical sites 69 75 241 561 454 3,90
4. Quality of services 90 40 221 570 402 3,87
5. Easy transportation
connections
104 85 258 458 460 3,79
6. High quality hotel
accommodation
124 84 315 452 382 3,65
7. Low prices 130 117 275 443 408 3,64
8. Local culture 99 131 287 530 311 3,61
9. Good accessibility of
services and activities
91 125 366 442 316 3,57
10. Healthcare and
medical services
147 162 298 379 369 3,49
11. Beach and sun 158 171 304 365 387 3,47
12. Sustainability and
environmental
friendliness in the
destination
136 126 377 384 303 3,45
13. Gastronomy 150 177 307 383 310 3,40
14. Learning new things
and educating myself
182 146 296 468 252 3,34
15. Visiting friends and
relatives
226 168 271 332 371 3,33
16. Events and festivals 173 236 393 339 212 3,13
17. Wellness services 223 200 353 295 232 3,09
17. Meeting local people 192 196 412 355 170 3,09
19. Religious sites 233 203 358 308 236 3,08
20. Country life 217 228 426 291 171 2,98
25. City life 266 274 410 269 97 2,74
26. Dancing 447 225 316 205 140 2,52
27. Doing sports 478 247 309 191 97 2,38
28. Snow 502 242 296 188 88 2,33
29. Making handicrafts 519 244 309 163 88 2,29
30. Camping 604 189 280 135 87 2,16
31. Heavy physical
activities
622 245 279 98 67 2,04
Other 88 14 59 17 30 2,46
21. Cottage
accommodation
278 197 385 306 142 2,88
22. Possibility to use
mobile guides in the
destination
365 148 328 304 135 2,76
23. Light physical
activities
358 208 333 321 135 2,75
23. Shopping 294 283 359 288 121 2,75
25
Graph 19: Attraction Factors Choosing a Destination (Question 11, N=1457)
It should be noted that altogether 1457 seniors responded to the question. However,
some respondents did not provide answers to all options listed in the question. For
this reason, the number of respondents varies slightly between different attractions.
26
4. Main findings
Based on the analysis of the 1,704 questionnaires filled by senior citizens in
different European partners of TOURage project, some main conclusions could be
drawn upon. It is important to acknowledge that there is variation between the
partner regions and not all questions are analysed on a regional level in this survey
report. Results give the overall picture of the senior motivations, needs and habits
in the TOURage regions.
In generally, age is usually not an obstacle to tourism; even the older seniors (80+)
are interested in tourism activities, and they should receive specific services
according to their needs and interests. It is important to highlight that between
seniors there are variaties and differences between the ages and individuals. There
should be different services and assistance for younger and older seniors and
diverse offer.
The seniors are open to travelling abroad also during their retirement, however it is
more of a question on whether service providers can understand their specific
needs. The regional strategies should focus better on how to reach international
senior tourists, and how to attract them into their respective regions. Despite the
fact that every tenth respondent has never travelled during the retirement. Those
who can afford it are also interested in travelling abroad.
Seniors prefer to organise their travel individually without the help of other
institutions like travel agencies. In case of group travel, they prefer to participate
through local senior organisations. They are usually using the bus as a
transportation mode, but for abroad a growing number of them are using air travel
as well.
Usually they travel with family members and friends. Many of them are single or
widow(er), therefore specific group offers should be created for them.
Although majority of the respondents are not working during retirement some of
them are still working or entrepreneurs. This may be because of financial reasons,
but some are also working during the first period of retirement, as they feel
themselves active enough to be working in the labour market. Because of these
employment trends, those seniors are not able to travel for longer periods than any
other tourist.
Summer is the most favourable season for travel but autumn and spring are almost
as favourable seasons. There are some regional differences in preferred seasons, so
in some countries winter is a usual holiday period as well for seniors. According to
this survey there seems to be potential in developing off-season tourism offers for
the seniors as they are mostly willing and able to travel througout the year.
27
The main barriers of travel are financial reasons and health problems, where more
social support schemes or other senior discounts or affordable off-season products and
packages should be created to make it possible for these groups to get involved in
tourism. Also it is important to notice that for many seniors the lack of interesting
supply is a barrier. This highlights the fact that it is important to study what are the
actual needs, interests and motivations of the seniors and develop the products which
they are interested in. This can be supported with the regional, national and EU level
(senior) tourism strategies.
The most important sources of information relating to tourism are their own
experiences or family members/friends. The media and social media does not reach
this target group successfully yet. Therefore, different communication channels
should be used for this age group by tourist service providers. As the use of interent
is still rather low among the seniors also it is important to invest in paper brochures
for example.
The most important holiday motivations are rest and silence, and meeting with
family members. Nature, safeness, historical sites, quality of services and easy
transportation connections are the top attraction factors of seniors. This information
can help entrepreneurs to design tourism offer for seniors
28
A TOURISM MOTIVATION AND NEEDS
1. What has been the usual length of your holiday since you have been on
retirement pension?
□1 - 3 nights
□4 - 7 nights
□8 - 10 nights
□2 - 3 weeks
□1 month or more
□Have not travelled while on retirement pension
If you have not travelled, go to question 9. If you have travelled, please
answer all of the following questions.
2. During retirement pension do you mostly travel ...? Choose 1
□abroad □in home country
3. During retirement pension do you usually travel in..? Choose 1 or more
□Spring
□Summer
□Autumn
□Winter
4. Please name max. 3 latest destinations of your holiday trips (min. 1 night)
that you have made on retirement pension:
Destination 1:_______________________________
Destination 2:_______________________________
Destination 3: _______________________________
5. How have you usually organized your holiday trips during retirement
pension? Choose 1
□Travel / accommodation organised individually
□Travel/accommodation booked through a travel agency
□Package tour/all inclusive holiday booked via internet
□Package tour/all inclusive holiday booked through a travel agency
□Other, name it:______________________________________
Annex 1
Questionnaire on the customer-needs in tourism for the local seniors on retirement
pension
29
6. From the following information sources, which have been the most
important ones when you have made a decision about your travel plans?
Choose 3
□Own personal experience
□Relatives and family
□Friends
□Recommendations of other people
□Guidebooks and magazines (commercial)
□Travel catalogues, brochures (non-commercial)
□Internet
□Travel / tourist agencies
□Media (newspaper, radio, TV)
□Social media (Facebook, twitter, blogs etc.)
□Other, name it:__________________________________
7. What mode of transportation you have usually used when you go on
holiday during retirement pension? Choose 1
□Airplane
□Boat
□Train
□Bus
□Car
□Motorbike
□Bicycle
□Other, name it:______________________________________
8. With who have you usually travelled during retirement pension? Choose 1
□Spouse, partner
□Own child/children
□Grandchild/children
□Other relative(s)
□Friend(s)
□Alone
□Group travel with people you know
□Group travel with people you have not met before
□Other, name it __________________________________
30
9. If you sometimes have decided not to travel for a holiday when you have
been on retirement pension, which of the following barriers have been rea-
son for not to travel? Please answer to all. Evaluate Y=Yes, N=No, n.a=Don’t
know.
Financial reasons Y N n.a
Lack of time Y N n.a
There was no supply which I‘m interested in Y N n.a
I was concerned about safety in the destination Y N n.a
I was concerned about safety during traveling Y N n.a
I had health problems Y N n.a
Transportation connections were lacking Y N n.a
I didn‘t have a travelling companion Y N n.a
Accessibility in destinations was weak Y N n.a
I didn‘t have needed travel documentations Y N n.a
I’m not interested in making holiday trips Y N n.a
Other, name it:
Y N n.a
10. When you are considering a holiday trip, how important do you consider
the following holiday taking motivations? Please answer to all. Evaluate on a
scale from 1 (=no importance) to 5 (=extremely important).
No
importance
Not very
important
Neutral Some
importance
Extremely
important
to enjoy rest and silence 1 2 3 4 5
to improve quality of life 1 2 3 4 5
to make friends and
socialize
1 2 3 4 5
to look for romance 1 2 3 4 5
to experience something
new
1 2 3 4 5
to escape routines 1 2 3 4 5
to spend time with my
family
1 2 3 4 5
Other, name it:
1 2 3 4 5
31
11. If you consider going on a holiday what attracts you when you are
choosing the destination? Please answer to all. Evaluate on a scale from 1 (=no
No
importance
Not very
important
Neutral Some
importance
Extremely
important
Nature 1 2 3 4 5
Historical sites 1 2 3 4 5
Events and festivals 1 2 3 4 5
Local culture 1 2 3 4 5
Gastronomy 1 2 3 4 5
Wellness services 1 2 3 4 5
Healthcare and medical
services
1 2 3 4 5
City life 1 2 3 4 5
Country life 1 2 3 4 5
Beach and sun 1 2 3 4 5
Snow 1 2 3 4 5
Religious sites 1 2 3 4 5
Meeting local people 1 2 3 4 5
Visiting friends and relatives 1 2 3 4 5
Doing sports 1 2 3 4 5
Light physical activities 1 2 3 4 5
Heavy physical activities 1 2 3 4 5
Shopping 1 2 3 4 5
Dancing 1 2 3 4 5
Making handicrafts 1 2 3 4 5
Learning new things and
educating myself
1 2 3 4 5
Low prices 1 2 3 4 5
Sustainability and
environmental friendliness in
the destination
1 2 3 4 5
Good accessibility of services
and activities
1 2 3 4 5
Easy transportation
connections
1 2 3 4 5
Safeness 1 2 3 4 5
High quality hotel
accommodation
1 2 3 4 5
Cottage accommodation 1 2 3 4 5
Camping 1 2 3 4 5
Quality of services 1 2 3 4 5
Possibility to use mobile guides
in the destination
1 2 3 4 5
Other, name it: 1 2 3 4 5
32
B REGION SPECIFIC QUESTIONS
12. Have you ever visited the following attractions in your region? Please
answer Y=yes, N= no, n.a=Don’t know
13. Which attraction would you suggest the most for a senior tourist visiting
your region? Please put the destinations into order of significance from 1 to 5 (1:
most, 5: least)
14. Would you rather recommend some other than above mentioned options
to a senior tourist visiting your region?
If yes, name it:
_____________________________________________________________________________
C BACKGROUND INFORMATION
15. Gender □Male □Female
16. How old are you? _________ years old
17. How long have you been on retirement pension? _______years
______months
18. Place of residence
Country: _______________ Region: _________________________ Municipality:
________________________
Based on Regional Analysis on Tourism – Attraction 1 Y N n.a
Based on Regional Analysis on Tourism – Attraction 2 Y N n.a
Based on Regional Analysis on Tourism – Attraction 3 Y N n.a
Based on Regional Analysis on Tourism – Attraction 4 Y N n.a
Based on Regional Analysis on Tourism – Attraction 5 Y N n.a
Serial number
Based on Regional Analysis on Tourism – Attraction 1
Based on Regional Analysis on Tourism – Attraction 2
Based on Regional Analysis on Tourism – Attraction 3
Based on Regional Analysis on Tourism – Attraction 4
Based on Regional Analysis on Tourism – Attraction 5
33
19. Marital status
□married
□single
□in a relationship
□widow/widower
□divorced
20. Education level
□ University degree
□ Technical/trade school/vocational
□ Upper secondary school
□ Elementary school
21. Are you still employed as a retirement pensioner?
□ Yes, full-time
□ Yes, part-time
□ Yes, I am entrepreneur
□ No
22. Annual income compared to national/regional yearly average of
retirement pensioners
□Deeply under the average
□Under the average
□On average – (REGIONAL/NATIONAL AVERAGE IS: XXX EURO/HUF/etc.)
□Over the average
□More than double of the average
