*4.3. Motivation and Needs*

Three questions in the survey focused especially on the motivation and needs of seniors. These specificities could be important in developing new destinations and services specially designed for senior citizens.

Financial reasons and health problems are the main barriers to travel for seniors (Table 6). Financial issues are a specificity of peripherality and especially low-income areas of Europe, which shows the importance of social tourism programs for seniors. Even in the Finnish region, North Karelia, the respondents gave the highest ranking to this barrier, though it was perceived as such by only 34% of the respondents (contrary to the average level of 74%). It is also interesting that 59% of the respondents consider health problems to be a barrier (the second highest rank). This barrier was noted by only 23% of respondents from the North Karelia region (Finland). Ranked third and fourth highest answers were the lack of time and the lack of interesting locations, respectively, which is interesting seeing as how there is a financial divide behind these answers as well. The lack of time is mentioned more in poorer regions (where seniors are still working), while the lack of proper supply was quoted more frequently in the wealthier regions.

The third group of barriers is the lack of travel companions, insufficient transportation connections, and concerns regarding the safety of the destination and the journey (from 26% to 25%). They are more related to the logistics of senior tourism, and are in line with the belief that this group of people prefers to travel in groups (not alone), looking for a safe holiday, where they can obtain all the necessary quality services, and the destination should be easily accessed by direct transportation links (see answers relating to transportation modes).


**Table 6.** Barriers to traveling during retirement (Y = Yes, N = No).

What should also be noted as an important non-barrier factor is that seniors are ready to travel and make holiday trips (only 16% answered that they are not interested in making trips), and they have the necessary travel documents to do so (only 13% do not possess them). Therefore, more active participation in senior tourism activities is more a social (financial and health) issue in remote regions.

For travel motivations, the research findings presented in Table 7 showed that enjoying rest and silence were the most important factor for seniors when they are planning their vacation. This is an important consideration when a certain region plans to expand senior tourism. The region must offer places that are relaxing and provide a safe environment for seniors. Family is also a major motivation factor for going on holidays; in many cases, family members (children, grandchildren) live far away, and holidays can provide a great way of meeting and spending time with family members. Moreover, it is important for seniors (as well as being an important factor for younger generations) to take rest and escape daily routines, and to experience something new.


**Table 7.** Motivation for holidays.

The survey allowed the respondents to name any missing holiday motivations. Mentioned here were incentives such as looking for new places to visit, and especially a desire to explore their own country (e.g., Greece, Latvia) and its cultural and natural heritage. It was noted that one important goal was not only to spend time with family on a holiday, but also with friends. Many sports (e.g., golf, skiing) and cultural activities (e.g., art classes, dancing) were also mentioned as holiday motivations. Health and rehabilitation were also listed, together with relaxation and being away from daily practices.

According to the results of the survey, traveling for seniors is not about making new friendships or looking for romance (these ranked last). They are more about traveling with their family and friends, and simply having an enjoyable and relaxing holiday in a new location. This makes for a basic description of what seniors from remote regions expect from a holiday.

Safety, nature, historical sites, quality of services, and easy transportation connections are the top five attraction factors for seniors when choosing a destination (Table 8). Doing sports, snow, making handicrafts, dancing, and camping are the top five non-attraction factors. Based on the analysis of 32 factors, it can be said that a perfect standard for seniors could be formed from the top five attraction factors. Even in previous questions, safety, easy access, quality of services, nature, and historical sites were mentioned, so it can be said that the senior tourists in remote regions may be attracted by these factors.

