The impact of different dependency levels on elderly tourism decisions: a study based on the social impact theory and the stimulus-organism-response theory

With the continuous advancement of Chinese aging population, the elderly tourism market is becoming increasingly significant. Based on the Social Impact Theory and the Stimulus-Organism-Response Theory, through combining 611 questionnaire data, the results show that: (1) The elderly tourism preferences demonstrate a ‘short-term, short-distance, small-amount’ behaviour pattern with limitation; (2) Reference groups have a significant positive impact on elderly tourism decisions, with the value-based impact being the largest, informational impact second, and normative impact being the smallest; (3) The informational impact of reference groups on elderly tourism decisions shows a ‘three level increasing trend’, with the lowest level of the family and friends group, followed by the spouse group, and the highest level of children group; (4) The normative impact is not significant, and the compensatory consumption theory and continuity theory can explain this phenomenon; (5) The value-based impact shows a ‘spouse group, family and friends group both significant, no impact from children group’, and the halo effect can explain this phenomenon. These findings offer theoretical constructs and policy recommendations for the sustainable development of elderly tourism in China and other rapidly aging countries.