Title of Paper

Achieving active ageing through value and value co-creation in leisure and tourism

Author Bios (50 Words)

Dr. Daisy Fan is a Senior Lecturer in Tourism and Hospitality at Faculty of Management, Bournemouth University, UK

Prof. Dimitrios Buhalis is a Professor of Digital Marketing at Faculty of Management, Bournemouth University, UK

Miss Evangelia Fragkaki is a MSc graduate at Faculty of Management, Bournemouth University, UK

Mr. Yun-Ru Tsai is a PhD candidate at National Chiayi University, Taiwan.

Abstract (150 Words)

Ageing is an emerging global issue, but the senior group is not getting sufficient attention in the service industry. To cope with this challenge, the current study aims to explore the values that are generated from participating in leisure and tourism activities, and how those values could lead to the elderly’s active ageing. By a qualitative approach, 30 senior people who were 65 years old or above were interviewed. Seven themes emerged from the data, namely: physical benefit, independence, connectedness, belonging, exploration, self-esteem, and altruism. Seven themes emerge in current study can be further divided into three dimensions to portray seniors’ active ageing, namely functional, social and spiritual dimensions. With regard to value co-creation, according to activities and environmental determinants, the co-creation level of each theme was different. From a practical perspective, this study provides rich implications for the government and leisure and tourism service industry.

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Achieving active ageing through value and value co-creation in leisure and tourism

Ageing is an emerging global issue, but the senior group is not getting sufficient attention in the service industry. To cope with this challenge, the current study aims to explore the values that are generated from participating in leisure and tourism activities, and how those values could lead to the elderly’s active ageing. By a qualitative approach, 30 senior people who were 65 years old or above were interviewed. Seven themes emerged from the data, namely: physical benefit, independence, connectedness, belonging, exploration, self-esteem, and altruism. Seven themes emerge in current study can be further divided into three dimensions to portray seniors’ active ageing, namely functional, social and spiritual dimensions. With regard to value co-creation, according to activities and environmental determinants, the co-creation level of each theme was different. From a practical perspective, this study provides rich implications for the government and leisure and tourism service industry.