Investigating senior travel behaviour through motivation opportunities ability approach: conspicuous consumption and technology selfefficacy as moderators

Abstract

To comprehend the factors that motivate and inhibit seniors’ travel behaviour, and the influence of “conscious consumption” and “technology efficacy”, a research framework is developed based on the Motivation-Opportunity-Ability model (MOA). Data was collected from 374 senior travelers and was analysed using smart PLS. The findings revealed the impact of motivators and opportunity which was measured by constraints to travelling was found to be significant. Technology efficacy (ability) was found to moderate the relationship between intentions and actual travel behaviour. Conspicuous consumption moderated the relationship between social affiliation, arousal, and intentions. This research will help policymakers create tourism involvement initiatives.