As the global population ages, silver tourism has emerged as a significant market segment, particularly in destinations like Thailand, which is increasingly catering to senior travelers. This study explores the communication strategies employed by Thai travel agencies in promoting silver tourism through their websites. By analyzing the visual and textual marketing messages on five Thai travel agency websites in March, 2025, the research identifies how these agencies target senior consumers, the language and imagery they use, and how they address the needs and preferences of older travelers. The study examines the balance between portraying seniors as active, independent travelers while also acknowledging the comfort and accessibility needs associated with aging. The findings suggest that while some agencies employ empowering language and age-inclusive marketing techniques, others rely on traditional representations that may unintentionally reinforce negative perceptions of aging. This research provides insights into effective communication practices that can help travel agencies better serve the silver tourism market, while also increasing awareness of ageist representations of older adults in silver tourism marketing in Thailand.

Authors:
Chin-Hui Chen, National Pingtung University of Science and Technology, Taiwan
Rungrot Taikitkoson, Khon Kaen University, Thailand
Sunattra Wongsuriya, Khon Kaen University, Thailand
Sarinee Bolankun, Khon Kaen University, Thailand
Supapat Tonjan, Khon Kaen University, Thailand
Narachen Buatarach, Khon Kaen University, Thailand

About the Presenter(s)
Dr Chin-Hui Chen is a University Associate Professor/Senior Lecturer at National Pingtung University of Science and Technology in Taiwan

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