QUALITY TOURISM FOR THE SILVER GENERATION: BEHAVIORAL DYNAMICS AND STRATEGIC DESTINATION MANAGEMENT IN NORTHERN THAILAND

Abstract

As Thailand accelerates toward a super-aged society, the "Silver Generation" emerges as a critical driver for sustainable high-value tourism. This study investigates the travel behaviors and decision-making determinants of tourists aged 60 and above in Upper Northern Thailand, a region renowned for its Lanna heritage. Employing a robust, quantitative-dominant mixed-methods approach, the research surveyed 400 diverse respondents across eight provinces and was supplemented by qualitative insights. Advanced statistical analyses, including one-way ANOVA and multiple regression, reveal that the senior market is highly heterogeneous; travel behaviors are significantly stratified by gender, education, and income levels. Crucially, the findings establish that perceived safety and facility accessibility are the most potent predictors of tourist satisfaction, far outweighing standard promotional incentives. The results highlight a distinct preference for "slow tourism," characterized by cultural immersion, wellness, and authenticity. Consequently, this study argues that capturing the economic potential of this demographic requires a strategic paradigm shift—from volume-based marketing to value-based destination management. Recommendations emphasize the urgent need for barrier-free infrastructure, integrated medical readiness, and culturally resonant programming. These findings offer actionable evidence for policymakers aiming to align regional tourism strategies with the sophisticated demands of the global aging population.