The role of consumption values in shaping educational tourism behaviors among older adults: Evidence from China

With the acceleration of population aging, educational tourism among older adults has emerged as a key driver within the silver economy, yet empirical evidence on its consumption patterns remains limited. This study examines the relationship between multi-dimensional consumption values and older adults’ educational tourism behavior. Using survey data from 651 older adults in Foshan, China, the analysis reveals a stage-dependent pattern: (1) social value—particularly the motivation to meet new friends—is significantly and positively associated with the willingness for pre-trip planning participation; (2) emotional, social, and epistemic values emerge as significant positive drivers of in-trip expenditure, whereas functional value shows no significant association; (3) each of the four aforementioned value dimensions is positively associated with the post-trip recommendation willingness. These findings contribute to the gerontology and tourism literature by clarifying the mechanisms through which consumption values shape older adults’ educational tourism behaviors and providing insights for the efficient development of educational tourism products tailored to this group.