Age-Friendly Heritage Tourism: Examining the Relationships between the 7Ps Marketing Mix and the Behavioral Intention of Active Older Adult Visitors in Pingyao Ancient City, China

Population ageing is one of the most significant demographic transformations worldwide, increasing demand for age-friendly tourism and creating new challenges for heritage destination management. Although previous studies have examined age-friendly tourism, heritage tourism, and destination marketing, limited empirical research has investigated how the seven dimensions of the 7Ps Marketing Mix are collectively associated with the behavioral intention of active older adult visitors. This study examines these relationships in Pingyao Ancient City, a UNESCO World Heritage Site in China, from the perspective of age-friendly heritage tourism.

Age-friendly heritage tourism; 7Ps Marketing Mix; behavioral intention; active older adult visitors

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