The Influence of Public Park Factors, Motivation, and Satisfaction on Behavioral Intentions of the Elderly in Bangkok

Population aging is regarded as one of the four factors of “Global megatrends.” Thailand currently ranks third in the country with the fastest aging population growth in the world. Public parks are essential recreational areas for the physical, mental, and social health of the elderly. However, the quality of the public park is considered an important factor for elderly people to use the service. The purpose of this research was to examine the influence of public park factors, motivation, and satisfaction on word-of-mouth intention and revisit intention of the elderly. The applied questionnaire was used to collect the data from 400 elderly people at 10 public parks in Bangkok. Confirmation factor analysis (CFA) and Structural equation modeling (SEM) were then used to analyze the data. The results indicate that the public park factors positively and significantly influenced word-of-mouth intention and revisit intention through the elderly's satisfaction. It was also found that motivation directly influenced revisit intention. The findings can be effectively applied for better management, improvement and development of public parks to attract more elderly people. As there is limited research on parks, in terms of marketing, for the elderly, this study's procedures and results can serve as an academic database for future studies and aid in the further development of park research.