Bridging the Digital Divide: The Role of Social Media and Influencers in Senior Tourists’ Brand Loyalty

This study explores the relationship between brand experience, social media use, social media influencers, and brand loyalty among senior travellers. As the global population ages, senior travellers are emerging as a significant and expanding market segment within the tourism industry. This demographic shift necessitates greater attention from the tourism sector. Using a quantitative approach, this research employs a structured questionnaire to collect data from senior travellers. The findings indicate that brand experience, social media use, and social media influencers significantly impact brand loyalty in senior tourism. Furthermore, the study offers strategic insights for brand managers targeting senior travellers. To enhance market competitiveness and foster brand loyalty, companies should prioritise delivering high-quality brand experiences and leveraging social media platforms and influencer marketing strategies. Finally, the study identifies areas for future research on brand loyalty among senior travellers.