TESTING THE THEORETICAL LINK BETWEEN COGNITIVE AGE AND TRAVEL MOTIVES: A NEW WAY TO SEGMENT THE AUSTRALASIAN SENIOR TOURISM MARKET? Megan Cleaver Doctoral Student in Marketing Griffith UniversityGold Coast Campus Thomas E. Muller Professor of Marketing Griffith UniversityGold Coast Campus Address for all correspondence: Professor Thomas E. Muller School of Marketing and Management Gold Coast Campus, Griffith University Queensland 9726 AUSTRALIA Telephone: 61 7 5594 8555 Fax: 61 7 5594 8085 E-mail: T.muller@mailbox.gu.edu.au 1635 TESTING THE THEORETICAL LINK BETWEEN COGNITIVE AGE AND TRAVEL MOTIVES: A NEW WAY TO SEGMENT THE AUSTRALASIAN SENIOR TOURISM MARKET? ABSTRACT To test the theoretical link between cognitive age and travel motives, 356 Australian seniors ranging in age between 56 and 93 were interviewed about their psychological motives for holiday travel, their cognitive age (how old they felt and what age they would act), their self-rated health, and their personal values. From a practical standpoint, the study also tried to determine whether the seniors travel market could be usefully segmented by subjective ageas opposed to actual age. The results of discriminant analyses point to the strategic usefulness of defining cognitive-age segments when undertaking tourism product development for the seniors market. 1636 INTRODUCTION Until very recently, Australia's 2.9 million seniors (people aged 60, or over) have not been the focus of attention among tourism product developers. While older adult travellers in countries like Canada (Duncombe 1994; Zimmer, Brayley & Searle 1995), Germany (Romsa & Blenman 1989) and the United States (Javalgi, Thomas & Rao 1992; Vincent & de los Santos 1990) have been the subject of empirical research, Australian seniors were largely ignored as a tourism segment worth studying and exploiting (Presland & Matthews 1998). Perceptions of their attractiveness as a tourism segment may change, however, as tourism planners and product developers begin to recognise the increasing importance of the Australasian population of seniors, including the half-million seniors in New Zealand. Firstly, the seniors market is projected to grow steadily over the next forty years, because of the increase in lifespans and the size of the ageing post-WWII Baby Boom generation (Muller 1996; Statistics New Zealand 1995). Secondly, tourism marketers have yet to fully appreciate that seniors, as a group, possess a lot of vitality and desire to travel. As a case in point, 49 per cent of Australians aged 60 or more have no disability or physical impediment to mobility (Australian Bureau of Statistics 1993). One way to better serve the senior travel market is to develop a segmentation scheme on the basis of variables which, theoretically, are likely to influence travel intentions and behaviours. Once this is done, new products can be developed for and marketed to specific senior segments by touching on their travel motives, personal values and lifestyles. This approach to market segmentation has been termed gerontographics by one researcher of the problems of marketing to older consumers (Moschis 1992, p. 171). Leisure motives, personal values, and lifestyles have already been studied in the context of tourism decisions and preferences. But the theoretical construct of cognitive age (or subjective age), which is another variable that appears to have potential for marketing practiceespecially new product development and market segmentation for tourism segmentshas not yet been explored by tourism market researchers. The study of cognitive age and its relationship to travel behaviour and desired lifestyle among older adults is a new area of inquiry. It has important ramifications in the design and promotion of tourism products addressing the needs of the older segment of the Australasian population. It also presents a tantalising opportunity for contributions to the gerontological and consumer psychology literaturevia research and theory buildingwith perhaps some solutions to the economic and marketing challenges posed by the growing number of 60-plus consumers. 1637 THE THEORY OF COGNITIVE AGE Cognitive age is the element of self-concept that reveals how old a person feels, irrespective of chronological age (Blau 1956; George, Mutran & Pennybacker 1980; Wylie 1974). This perception of one's age indicates how people position themselves within their life cycles. Cognitive age may contribute, more than chronological age, to knowing how consumers view themselves and behave (Wilkes 1992). Neugarten and Neugarten (1986, p. 42) note that "A person uses age as a guide in accommodating to the behavior of others, in forming and re-forming the self- image, in giving meaning to the life course, and in contemplating the time that is past and the time that is left ahead." People of all ages assess their cognitive ages as different from their chronological ages and commonly perceive themselves to be younger than their chronological age (Bultena & Powers 1978; Markides & Boldt 1983). Apparently, the gap widens between cognitive age and chronological age, as people grow older. Middle-aged adults place their self-perceived ages as 5-15 years younger than their chronological age, while more than half of adults over 60 feel 16-17 years younger (Underhill & Caldwell 1983). Other studies support the significance of cognitive age, reporting that 60-75 percent of people aged over 60 feel younger than their chronological ages (Blau 1956; Bultena & Powers 1978; Markides & Boldt 1983). Socio-economic background explains a portion of self-perceived age variance, but psychological factors also contribute to cognitive age differences (Henderson, Goldsmith & Flynn 1995). Moreover, younger cognitive age correlates with life satisfaction and lifestyle (Bultena & Powers 1978; McTavish 1971; Wilkes 1992). Studies show that older people who are self-confident, outgoing, socially venturesome, physically active, and influential in dealing with others possess younger cognitive ages than their less confident, risk-averse peers (Day et al. 1988; Sorce, Tyler & Loomis 1989). Furthermore, people driven to sustain their independence, and outwardly directed to seek social involvement, are more satisfied with their lives and enjoy a younger self-image (Gollub & Javitz 1989). Thus, cognitive age attributes seem to affect buying behaviour. Older people who perceive themselves to be younger than their chronological age are sophisticated and discerning shoppers (Age Wave, Inc. 1990). They are comparison shoppers (Schiffman & Sherman 1991) who actively gather merchandise information and consider shopping as a recreational opportunity for healthy exercise (Tongren 1988). Stephens (1991) notes that the cognitively younger elderly are affluent and consequently less averse to consumer experimentation and readily accept new products and services. 1638 Another factor which drives human behaviour and, specifically, consumption patterns and desired lifestyle, is a person's system of value priorities (Feather 1996; Kahle 1996; Rokeach 1973; Schwartz 1996). While the influence on travel behaviour of both personal values (Muller 1991; Pitts & Woodside 1986) and lifestyles (Shih 1986) has been studied, the relationship between values and cognitive age has not been properly explored. Gerontologist Neugarten's (1968) landmark studies of ageing have established that, as people approach the latter part of their lifetimes, they reveal a sense of competence and mastery and a preoccupation with self-utilisation. There is a tendency to search for self-fulfilling activities and experiences. As older people contemplate the reality that there is "only so much time left to live," the recurrent theme in their minds is expressed well by one such person: "It adds a certain anxiety, but I must also say it adds a certain zest in seeing how much pleasure can still be obtained, how many good years one can still arrange, how many new activities can be undertaken . . ." (Neugarten 1968, p. 97). One would therefore expect not only a shift in value orientation as people reached retirement age, but also a synergistic effect of values and cognitive age on the decision to travel and explore the "world" as a tourist. Finally, the different psychological motives for holiday travel have also been shown to be a useful tourism market segmentation tool (Ryan & Glendon 1998). However, the link between travel motives and cognitive age has, to our knowledge, not been tested. We believe that the theoretical link between travel motives and cognitive age should be a part of the proposed segmentation approach for senior tourism markets. If the magnitude of the gap between cognitive and actual age is related to travel motives, it would be strategically important to know how cognitive-age segments can be discriminated by the reasons for travel on holiday. Then, segments can be profiled by such travel motives, and tourism products as well as marketing communications can be made more appealing and effective. THE SCOPE OF THIS STUDY Synthesising the research evidence reviewed, we hypothesise that the gap between cognitive age and chronological age is a function of an older person's deep-seated (psychological) reasons for travel, personal values, state of health and demographic makeup. The practical implications of this relationship are noteworthy. If cognitive age (relative to actual age) is a function of value priorities, travel motives, state of health and certain demographics, then the strategies needed to attract, serve and satisfy older tourists might be based on an operationally simpler segmentation model. As an alternative to a lengthier, more costly assessment of value priorities, 1639 travel motives, state of health and demographic characteristics, the tourism marketing strategist might simply a) Assess cognitive and actual ages; b) Cluster seniors into various "youthful" and "not-so-youthful" segments; c) Develop and promote concepts (activities, destinations, services) that would be perceived by each segment as attractive, i.e., congruent with their self-image and sense of physical well-being, and in tune with their values, travel motives and demographic circumstances. Thus, the purpose of this study was to establish empirically the association between cognitive age and its hypothesised antecedentsnamely, motives for travel, personal values, self-assessed health and demographic makeupwithin the 60-plus age segment of the population. RESEARCH METHOD A sample of 356 people aged between 56 and 93 was identified for us by the Office of Ageing, in the Queensland Department of Families, Youth and Community Care. Interviews were conducted in group settings that varied between 10 and 30 persons in community halls and seniors citizens' clubs around Southeast Queensland; they filled out a self-completion questionnaire after listening to instructions from the researchers. Cognitive age was measured in two ways: (a) Felt age ("I feel as though I am in my..."); and (b) Activities age ("While on a travel holiday, the activities I would choose to experience or enjoy would be those of a person in their..."). For both questions, 14 half-decades (from early-20s to late-80s or older) were provided as response categories. These measures are a refinement of the cognitive age scales developed by Barak and Schiffman (1981) and were adapted after evaluating Wilkes' (1992) research findings on cognitive age. The List of Values (Kahle 1996) was used for the nine personal values measures and respondents rated the relative importance of each on 10-point rating scales. Holiday travel motives were measured with nine items that were hypothesised to be good determinants of the gap between cognitive and chronological age. These items were adapted from Beard and Ragheb's (1983) leisure motivation items, and were chosen to represent three of their four factor components of leisure motives: intellectual, competency/mastery, and stimulus avoidance. Given the findings of gerontologists on how an older person's wisdom, maturity, mastery and competency are translated into feelings of usefulness and capability, we hypothesised that the intellectual component of leisure motivations and the competency/ mastery component are stronger determinants of the gap between actual age and cognitive age than the stimulus avoidance componentwhich is 1640 characterised by the need to get away from overstimulating life situations, avoid social contacts, and seek solitude and calm conditions (Beard & Ragheb 1983, p. 225). The travel motivation items were presented as "My own reasons for holiday travel are..." and respondents indicated on a 10-point rating scale whether they agreed or disagreed with each reason. The items were 1) To experience the fun of discovery (intellectual) 2) To become a more cultured person (intellectual) 3) To learn new things and enrich my life (intellectual) 4) To be a little adventurous (competency-mastery) 5) To find thrills or excitement (competency-mastery) 6) To challenge my physical abilities (competency-mastery) 7) To relax and do nothing at all (stimulus avoidance) 8) To get away from doing too much thinking (stimulus avoidance) 9) To get away from the demands at home and in daily life (stimulus avoidance) Self-rated overall health was assessed with a 10-point rating scale anchored at "poor" and "excellent." The demographics measured were year of birth, gender, and educational attainment category (recoded for analysis as either "high" or "low"). The magnitude of the gap between actual and cognitive ages was computed for each person by subtracting cognitive age from actual age. In order to convert the 14 discrete cognitive-age categories (early-20s, late-20s, etc.) into interval data so that these gaps could be computed, we arbitrarily set each cognitive-age category at either the 3rd or 7th year of that decade (e.g., early-60s was recoded as 63, and late-60s as 67). For about eight percent of respondents, the gaps were negative integers, meaning that they considered themselves older than their chronological age. Next, the frequency distribution of gaps was split at the median in order to define two groups, large gap vs. small gap. For felt age, half the respondents had gaps of 8 years or less, and half had 9 years or more. For activities age, the split was 9 years or less, and 10 years or more. Two-group discriminant analysis served as the statistical technique. The large-gap / small-gap dichotomy served as the grouping variable and the discriminating variables were nine travel motives, nine personal values, subjective health, gender and educational attainment. 1641 FINDINGS Two sets of discriminant analyses were performed. We present the results for felt age first, then follow this with the findings on activities age. Felt Age Table 1 gives the main statistics for the analysis of the two groups based on how old respondents felt. The results are reported for the 221 cases with no missing data on any of the variables. Seven of the discriminating variables are significant predictors of group membership (gap between felt age and actual age either large or small). They are tabled in descending order of strength as discriminators. TABLE 1 Discriminant Analysis of Two Segments, Based on How Old They Feel __________________________________________________________________ Correlation with Discriminant Significance Discriminating Variable Function p < __________________________________________________________________ Self-rated health .550 .0001 To be a little adventurous .364 .005 Security -.300 .01 To find thrills or excitement .296 .01 Fun and enjoyment in life .284 .05 To relax and do nothing at all -.216 .06 To get away from demands at home and in daily life-.215 .06 __________________________________________________________________ TABLE 2 Classification Results for Two Segments, Based on How Old They Feel __________________________________________________________________ Predicted Group Membership No. of ______________________________ Actual Group Membership Cases "Small" Age Gap "Large" Age Gap __________________________________________________________________ "Small" Age Gap 102 69 33 "Large" Age Gap 119 23 96 __________________________________________________________________ 74.7% of original grouped cases correctly classified; C pro = .50; C fair = .51; z = 7.43 Table 2 reveals how well the derived discriminant function classified the cases into their respective groups. Against the proportional chance criterion (C pro ) of .50, and the fair chance criterion (C fair ) of .51, the function correctly classified 75 1642 percent of the cases (see Lehmann 1989, p. 738-739). This performance is very significantly better than that expected by chance (z = 7.43). A senior's self-assessed health is the strongest predictor of the magnitude of the gap between cognitive and actual age. People who give themselves a better health rating also put a greater distance between their actual age and the age they feel. Conversely, seniors who rate their own health more poorly tend to feel closer to their actual age. Also positively correlated with a greater gap between actual and felt age are the dual motives of travelling to be adventurous and to find thrills or excitement, and the importance of the personal value, fun and enjoyment. Note that the two items capturing the stimulus-avoidance component of travel motivations (getting away from a demanding home environment, and relaxing and doing nothing) are negatively correlated with the size of the gap between actual and felt age. Thus, seniors who travel for the purpose of escaping from day-to- day duties and winding down are more likely to feel their actual age. Also, those for whom security is important as a personal value tend to feel closer to their actual age (thus, cognitively older than seniors for whom security is not so important). Activities Age Table 3 highlights the analysis of the two groups based on the age seniors would act, in terms of chosen activities while on a travel holiday. These results are based on the 216 cases with no missing data on any of the variables. Seven of the discriminating variables are significant predictors of group membership (i.e., gap between activities age and actual age either large or small) and they are tabled in descending order of strength as discriminators. TABLE 3 Discriminant Analysis of Two Segments, Based on What Age They Would Act When Choosing Holiday Activities __________________________________________________________________ Correlation with Discriminant Significance Discriminating Variable Function p < __________________________________________________________________ Gender .440 .001 Self-rated health .417 .005 Fun and enjoyment in life .326 .05 Security -.280 .05 Being highly regarded by others .271 .05 To find thrills or excitement .237 .065 A sense of accomplishment .235 .065 __________________________________________________________________ 1643 TABLE 4 Classification Results for Two Segments, Based on What Age They Would Act When Choosing Holiday Activities __________________________________________________________________ Predicted Group Membership No. of ______________________________ Actual Group Membership Cases "Small" Age Gap "Large" Age Gap __________________________________________________________________ "Small" Age Gap 99 71 28 "Large" Age Gap 117 33 84 __________________________________________________________________ 71.8% of original grouped cases correctly classified; C pro = .50; C fair = .50; z = 6.47 Table 4 gives the classification results for the derived discriminant function. Against the proportional chance criterion (C pro ) of .50, and the fair chance criterion (C fair ) of .50, the function correctly classified 72 percent of the cases. This performance is very significantly better than the 50% correct classifications expected by chance (z = 6.47). Gender is the strongest predictor of group membership. Males have a tendency to desire holiday activities associated with much younger age groups, whereas females tend to prefer activities that are seen as closer to their own chronological age. In other words, females want to act their age while on holiday. The next strongest predictor is self-rated health. Seniors who feel healthier would choose the activities of people who are younger than themselves by a bigger margin than seniors with poorer health. Once again, preoccupation with security as a personal value is negatively correlated with the desire to experience or enjoy holiday activities associated with chronologically younger people. Conversely, seniors for whom the value security is relatively unimportant tend to want to act much younger than they actually are. Finally, we detect that a greater gap between actual age and the age one wants to act while on holiday is associated with the travel motive of finding thrills or excitement and the importance of the personal values fun and enjoyment in life, being highly regarded by others, and a sense of accomplishment. Thus, some seniors want to act younger because they feel it brings some excitement into their lives or makes life more enjoyable and puts some fun into it. And some want to act younger because they feel it will raise their status or esteem in others' eyes, or because they will achieve a sense of accomplishmenteven while on a travel holiday! 1644 SUMMARY AND IMPLICATIONS The aim of this study was to discover whether the size of the difference between a senior's cognitive age and actual age could be predicted from data on his or her travel motives, personal values, feeling of physical well-being, and gender and educational attainment. We believe that this is still uncharted territory within the science and practice of marketing. The relationships we studied are important because the theory of cognitive age is still incomplete and the concept of cognitive age has both intuitive appeal and marketing implications for practitioners who want to tap the 60-plus market in Australasia. If certain segments of the senior citizen population think of themselves as considerably younger than their chronological age, the entire approach to designing and promoting tourism products for the seniors market needs to be re-examined. Our findings indicate that certain travel motives and personal values are associated with a senior's perceptions of how old she or he feels and wishes to act. We found that the importance attached to the value fun and enjoyment in life is a reliable predictor that a senior feels at least nine years younger than his or her actual age. It is also a predictor of those seniors who prefer to experience or enjoy holiday activities associated with people at least 10 years younger than themselves. Also, travel motives that reflect a desire to be a little adventurous and to find thrills or excitement are characteristic of seniors who regard themselves as at least nine years younger than they are. On the other hand, seniors who are security conscious and whose reasons for holiday travel are to get away from domestic duties and find an occasion to relax and do nothing tend to feel closer to their actual age. Also, women (more than men) have a tendency to choose and enjoy activities associated more with their actual age, rather than those of some younger group. The tourism marketing practitioner needs to keep these issues in mind when designing concepts for the seniors market. Since tourism products that offer thrills, excitement, challenges, and opportunities for adventure are likely to be preferred by seniors who feel and want to act much younger than they are, it gives the marketer opportunities to develop concepts that reflect a self-image of youthfulness. Give those seniors who want to act young while on holiday opportunities to fulfil this desire. For males, in particular, the tourism product should offer various options to experience excitement and thrills and to have plenty of fun and some challenge built into the activities included. The concept also needs to be presented and promoted as a means of challenging oneself and finding sensory stimulation. 1645 Since cognitively younger seniors also rate themselves as being quite healthy, overall, this gives tourism marketers more leeway in assembling tourism products. In short, it appears that segmentation of the seniors travel market by cognitive age is a promising and useful exercise when designing products, accessing segments, and communicating with them. Further research is needed to establish the validity of our findings, and it looks as if there are some theoretically exciting and strategically useful relationships to be tested further. By and large, the seniors we interviewed are the parents of the Baby Boom generation. If the correlates of cognitive age found in this study are confirmed in future research, the next stage would be to search for the same effects within samples of ageing Baby Boomersan attractive market to many businesses. REFERENCES Age Wave, Inc. (1990), Marketplace 2000. Emeryville, CA: Author. Australian Bureau of Statistics (1993), Disability, Ageing and Carers Australia, 1993 (Catalogue No: 4430.0). Canberra: Commonwealth of Australia. Barak, Benny and Leon G. Schiffman (1981), "Cognitive Age: A Nonchronological Age Variable," in Advances in Consumer Research, Vol. 8, Kent B. Monroe, ed. Ann Arbor, MI: Association for Consumer Research, 602- 606. Beard, Jacob G. and Mounir G. Ragheb (1983), "Measuring Leisure Motivation," Journal of Leisure Research, 15 (3), 219-228. Blau, Z.S. (1956), "Changes in Status and Age Identification," American Sociological Review, 21, 198-203. Bultena, Gordon L. and Edward A. Powers (1978), "Denial of Aging: Age Identification and Reference Group Orientations," Journal of Gerontology, 33, 748-754. Day, E., B. Davis, R. Dove, and W. French (1988), "Reaching the Senior Citizen Market(s)," Journal of Advertising Research, 27, 23-30. Duncombe, R. (1994), "How to Prepare For and Better Serve the Seniors Customer Segment," Presentation speaking points dated February 1. Ottawa: Tourism Canada, MarketingU.S.A. 1646 Feather, Norman T. (1996), "Values, Deservingness, and Attitudes Toward High Achievers: Research on Tall Poppies," in The Psychology of Values: The Ontario Symposium, Volume 8, Clive Seligman, James M. Olson & Mark P. Zanna, eds. Mahwah, New Jersey: Lawrence Erlbaum Associates, 215-251. George, L. K., E. J. Mutran, and M. R. Pennybacker (1980), "The Meaning and Measurement of Age Identity," Experimental Aging Research, 6, 283-298. Gollub, J. and H. Javitz (1989), "Six Ways to Age," American Demographics, 11, 28-57. Henderson, Kenneth V., Ronald E. Goldsmith and Leisa R. Flynn (1995), "Demographic Characteristics of Subjective Age," Journal of Social Psychology. Javalgi, R.G., E.G. Thomas and S.R. Rao (1992), "Consumer Behaviour in the U.S. Pleasure Travel Marketplace: An Analysis of Senior and Nonsenior Travelers," Journal of Travel Research, 30 (Fall), 14-19. Kahle, Lynn R. (1996), "Social Values and Consumer Behavior: Research From the List of Values," in The Psychology of Values: The Ontario Symposium, Volume 8, Clive Seligman, James M. Olson & Mark P. Zanna, eds. Mahwah, New Jersey: Lawrence Erlbaum Associates, 135-151. Lehmann, Donald R. (1989), Market Research and Analysis, 3rd Edition. Homewood, Illinois: Irwin. Markides, K. S. and J. S. Boldt (1983), "A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age," Journal of Consumer Research, 19, 292-301. McTavish, D. G. (1971), "Perceptions of Old People: A Review of Research Methodologies and Findings," The Gerontologist, 11, 90-101. Moschis, George P. (1992), Marketing to Older Consumers. Westport, Connecticut: Quorum Books. Muller, Thomas E. (1991), "Using Personal Values to Define Segments in an International Tourism Market," International Marketing Review, 8 (1), 57-70. ---- (1996), "Baby Boomer Lifestyle Segments and the Imminence of Eight Trends," New Zealand Journal of Business, 18 (2), 1-25. Neugarten, Bernice L. (1968), "The Awareness of Middle Age," in Middle Age and Aging, Bernice L. Neugarten, ed. Chicago: University of Chicago Press, 93- 98. 1647 ---- and Dail A. Neugarten (1986), "Changing Meanings of Age in the Aging Society," in Our Aging Society: Paradox and Promise, Alan Pifer and Lydia Bronte, eds. New York: W.W. Norton, 33-51. Pitts, Robert E., Jr. and Arch G. Woodside (1986), "Personal Values and Travel Decisions," Journal of Travel Research, 25 (Summer), 20-25. Presland, Arna and Anna Matthews (1998), "A Golden Opportunity," Seniors Card Tourism Scheme Bulletin, April, 1-2. Rokeach, Milton (1973), The Nature of Human Values. New York: The Free Press. Romsa, G. and M. Blenman (1989), "Vacation Patterns of the Elderly German," Annals of Tourism Research, 16 (2), 178-188. Ryan, Chris and Ian Glendon (1998), "Application of Leisure Motivation Scale to Tourism," Annals of Tourism Research, 25 (1), 169-184. Schiffman, L. G. and E. Sherman (1991), "Value Orientations of New-Age Elderly: The Coming of an Ageless Market," Journal of Business Research, 22, 187-194. Schwartz, Shalom (1996), "Value Priorities and Behavior: Applying a Theory of Integrated Value Systems," in The Psychology of Values: The Ontario Symposium, Volume 8, Clive Seligman, James M. Olson & Mark P. Zanna, eds. Mahwah, New Jersey: Lawrence Erlbaum Associates, 1-24. Shih, David (1986), "VALS As A Tool of Tourism Market Research: The Pennsylvania Experience," Journal of Travel Research, 24 (4), 2-11. Sorce, P., P.R. Tyler and L. Loomis (1989), "Lifestyles of Older Americans," Journal of Consumer Marketing, 6, 53-63. Statistics New Zealand (1995), Facts New Zealand, 2nd Edition. Wellington: Author. Stephens, N. (1991), "Cognitive Age: A Useful Concept for Advertising?" Journal of Advertising, 20, 37-48. Tongren, H. N. (1988), "Determinant Behavior Characteristics of Older Consumers," Journal of Consumer Affairs, 22, 137-157. Underhill, L. and F. Caldwell (1983), "'What Age Do You Feel?' Age Perception Study," Journal of Consumer Marketing, 1, 19-21. 1648 Vincent, V.C. and G. de los Santos (1990), "Winter Texans: Two Segments of the Senior Travel Market," Journal of Travel Research, 29 (Summer), 9-12. Wilkes, Robert E. (1992), "A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age," Journal of Consumer Research, 19, 292-301. Wylie, R. C. (1974), The Self Concept. Lincoln, NE: University of Nebraska Press. Zimmer, Zachary, Russell E. Brayley and Mark S. Searle, (1995), "Whether to Go and Where to Go: Identification of Important Influences on Seniors' Decisions to Travel," Journal of Travel Research, 33 (3), 3-10.
(Intelligent Systems, Control and Automation_ Science and Engineering 72) B. S. Goh, W. J. Leong, K. L. Teo (Auth.), Honglei Xu, Xiangyu Wang (Eds.)-Optimization and Control Methods in Industrial Engi