Senior citizen tourists’ push and pull motivations: an approach–avoidance perspective

Purpose The purpose of this study is to pioneer the exploration of approach and avoidance intentions of senior tourists by analyzing push and pull factors. It innovatively categorizes these factors into dual-impact, resilient and facilitative types, surpassing previous research by understanding complex motivations shaping senior travel decisions. Design/methodology/approach Cross-sectional research surveyed 641 elderly individuals in Odisha and West Bengal, India, analyzing data using structural equation modeling. Findings Notably, certain push factors such as health improvement, novelty and socialization exert a positive influence on approach intentions while discouraging avoidance intentions. The push factors of status and self-fulfillment solely have a negative impact on avoidance intentions. The factors of escape and relaxation have been found to positively contribute to approach intentions. In the realm of pull factors, destination familiarity/friendliness quotient and ease of consumption of tourist experiences exert a positive influence on approach intentions, whereas the health safety and security quotient of a destination reduces avoidance intentions. Originality/value This study uniquely categorizes push and pull factors impacting senior tourists’ intentions. The identification of dual-impact, resilient and facilitative factors opens new avenues for creating a supportive and accessible environment for senior tourists, thereby improving their travel experiences.