Current Situation, Problems and Paths of the Elderly Tourism Market under the Background of Aging

基于中国老龄化加速和旅游市场发展的背景，研究分析了老年旅游市场的现状、机遇与挑战。研究表明，老年旅游市场在市场规模、政策支持和消费能力提升等方面展现出巨大潜力。然而，市场亦面临产品同质化、服务质量参差不齐、安全与健康保障不足等挑战。基于调查数据的分析，研究提出针对性的策略，推出“工作再体验”“故地重相逢”等旅游服务方案，同时开发了“百龄鸟”微信程序，满足老年人个性化需求和情感诉求。政策引导、多方协作和创新实践共同推动老年旅游市场可持续发展。Based on the background of accelerated aging and the development of tourism market in China, the present situation, opportunities and challenges of the senior tourism market are analyzed. The research shows that the senior tourism market shows great potential in terms of market size, policy support and consumption power improvement. However, the market also faces challenges, such as product homogeneity, uneven service quality, and inadequate safety and health protection. Based on the analysis of the questionnaire survey data, the paper proposes relevant countermeasures, including strengthening product innovation, improving service quality, optimizing information management platform and strengthening brand building. At the same time, it has developed the “Bailing Bird” WeChat program and launched a series of service programs, such as “work re-experience” activities and “reunion of old places” activities, to meet the personalized needs and emotional demands of the elderly. The senior tourism market has a huge space for development, and it needs policy guidance, multi-party cooperation and innovative practice to promote its sustainable development.