The Market Power of Seniors Tourism in Bali Indonesia

In the recent years, the senior foreign tourist segment has become increasingly important for the tourism industry. The strength of this market segment lays its two characteristics: the purchasing power and the time available for travel. This research was conducted based on these considerations. This research is confirmatory to the loyalty model developed by previous research, but specifically studied foreign senior tourists. The 400 respondents for this research were determined purposely. The criteria were senior tourists aged 55 or over and tourists vacationing in one of Bali’s tourism destinations. Descriptive statistical analysis and the SEM-AMOS structural model analysis tools were utilized. Meanwhile the qualitative analysis is descriptive, to complement the quantitative analysis.