Exploring Senior Tourist Engagement Behaviour in Social Networking Sites Advertising – A Study of Senior Tourist Users on WeChat

Abstract

This study delves into senior tourists’ engagement behaviour in social networking site advertisements (SNSA) and the underlying factors influencing their behaviour. Using a qualitative research approach, 19 senior tourists with prior SNSA engagement experience were interviewed. The findings reveal three distinct patterns in senior tourists’ SNSA engagement: 1) Proactive Engagement, 2) Passive Engagement, 3) Positive Consciousness Driven Engagement. These insights provide valuable guidance for the hospitality and tourism industry. By understanding the multifaceted nature of senior tourists’ engagement with SNSA, industry participants can tailor their marketing strategies to better target and engage this demographic.