Wellness tourism has gained increasing importance in relation to population ageing and the growing focus on health, well-being, and active aging. As older adults represent a rapidly expanding segment within tourism markets, there is a need to better understand the factors that motivate seniors to engage in wellness-oriented travel. The purpose of this study is to examine which motivational factors related to health and social well-being influence seniors in Kalmar to participate in wellness tourism, with particular attention to the role of health status, mobility, and economic situation. The study applies a quantitative research approach using a structured paper-based questionnaire distributed to seniors aged 60 and above in the Kalmar region, Sweden. A total of 55 valid responses were collected and analysed using descriptive statistics, reliability testing, and Pearson correlation analysis. Motivational dimensions related to health, social interaction, recovery, and engagement in wellness tourism were examined in relation to respondents’ perceived health status, mobility, and economic ability. The findings show that seniors’ motivation for wellness tourism is primarily driven by health-related, social, and recovery-oriented factors. Health status is positively associated with all major motivational dimensions, indicating that seniors who perceive themselves as healthier are more motivated to engage in wellness travel. Social motivation emerged as the strongest motivational factor, highlighting the importance of social interaction and emotional well-being. Economic ability was found to influence health and recovery motivation, while mobility showed no significant relationship with motivational factors. Overall, wellness tourism is perceived by seniors as a purposeful activity linked to long-term well-being. This study contributes to the understanding of senior wellness tourism by providing empirical insights from a Northern European context. The findings offer implications for tourism research and for the development of accessible, ethical, and sustainable wellness tourism strategies that support active and healthy aging.
Brostedt et al. (Thu,) studied this question.