CHINESE URBAN MATURE TRAVELERS' MOTIVATION AND CONSTRAINTS BY DECISION AUTONOMY

Abstract

This study investigated trip motivation of 800 Chinese mature travelers residing in metropolitan areas based on travelers' decision autonomy in planning domestic trips. A twostep cluster analysis was conducted to segment respondents into mutually exclusive groups according to their autonomy on destination selection, financial source, and trip arrangement. An ANOVA was conducted to examine differences on motivation factors among emergent clusters. Moreover, the resultant clusters were differentiated by travel constraints (i.e., health related and socio-demographic characteristics) using a logistic regression analysis. Significant relationships among mature travelers' trip autonomy, motivation, and constraints contributed to the understanding of urban mature travelers in China.