Mapping Seniors’ Paths to Sustainable Tourism: An Enhanced Goal-Directed Behavior Approach

This study applies an extended model of goal-directed behavior to investigate the factors influencing seniors’ engagement in sustainable tourism. Using data from 1,202 senior travelers across Western and Eastern Europe, it examines the antecedents shaping their desire and behavioral intentions toward sustainable travel. The results indicate that all variables significantly enhance seniors’ desire to engage in sustainable tourism. Certain factors, including negative anticipated emotions and perceived behavioral control, differ between Eastern and Western European senior tourists. These differences suggest that cultural and regional context influences the role of these factors in shaping sustainable travel behaviors. This research contributes to the tourism literature by providing cross-regional insights into sustainable tourism among the senior demographic, representing one of the first studies in this specific research stream. Practically, it highlights the need to adapt strategies to address regional and psychological factors to foster effective engagement in sustainable practices within this growing market segment.