Exploring uncharted digital horizons: Role of internet self-efficacy in shaping the destination preferences of senior tourists

Abstract

The senior tourist market is expanding due to longer lifespans, yet there is insufficient research on their preference for holiday choice, especially in the digital era. This study investigated the influence of internet self-efficacy on destination choice preferences among senior tourists. Through five experiments, we discovered that higher levels of internet self-efficacy among seniors led to a pronounced preference for desirability, whereas those with lower levels were inclined towards feasibility. This effect is mediated by the sense of autonomy that internet self-efficacy instills. This inclination holds true only for seniors with a fixed (vs. growth) mindset and when they travel with an incompetent (vs. competent) companion. These findings significantly contribute to the empirical investigation of senior tourist decision-making in the digital environment, providing valuable empirical insights for practitioners seeking to target the senior market.