TOURIST BEHAVIOR OF SENIORS IN NON-URBANIZED AREAS

Ongoing demographic changes associated with population aging indicate that in the near future, seniors will become one of the dominant consumer groups in the market, including the tourism sector. For this reason, it is essential to gain a deeper understanding of their expectations and behavioral patterns. Therefore, the aim of the study was to identify the tourist behavior of seniors in the field of domestic trips (with at least one overnight stay), carried out in 2023 in non-urbanized areas. The group of the respondents consisted of 271 active tourist residents of Poland aged 60 or more. The study, using the survey technique, was conducted in January 2024. Among the conclusions, it can be indicated that the respondents took such trips quite rarely (once or twice a year). They usually lasted 3-4 or 5-7 days, and the source of inspiration for taking them was mainly family or friends. The key factors that guided respondents when making decisions about the trips were peace, quiet, and the natural values of the destination. The most frequently indicated goals of the trip were active recreation and visiting relatives/friends. Activities undertaken during the trips were related to these goals, which were most often hiking and participation in social life. The respondents usually traveled in the company of a husband or wife, and the destinations of these trips were most often coastal and lake areas. Accommodation was most often provided with family or friends, as well as in guesthouses and hotels. The most frequently indicated factors that hindered the respondents from undertaking journeys were health problems and high costs of trips.