“…Therefore, existing studies converge around themes of relaxation, socialization, learning, seeking, and escaping as important travel motives for the senior market (Shoemaker, 2000;Jang & Wu, 2006;Hsu et al, 2007;Sangpikul, 2008;. Studies in Australia (e.g., Cleaver, Muller, Ruys, & Wei, 1999;Muller & O'Cass, 2001;Horneman et al, 2002;Sellick, 2004) found similar results. From a European perspective, the Boksberger and Laesser (2009) study of Swiss senior travelers found three segments based on 25 motives.…”