Narrative analysis of seniors' travel sharing: Self-shaping images and narrative patterns

Active ageing is a widely recognized notion that highlights seniors' positive value and vitality, dissolving stereotypes by acknowledging heterogeneity. Currently, as an increasing number of senior visitors share trips, senior tourism has emerged as a practical means to foster a positive image of ageing. However, what images of ageing are conveyed and the process by which tourism stories are presented is unclear. To bridge the gap in seniors' travel sharing, this study employed a narrative analysis method based on semistructured interviews with 49 Chinese senior visitors. Drawing upon selection, optimization, and compensation theory, the study identifies three narrative patterns: sliced-plain, staged, and introspective, and three image types: the plain immersion visitor, the active ageing image maker, and the relationship connector. By introducing seniors as research subjects, results revealed the logic and changing views of ageing behind seniors' travel sharing. The understanding of heterogeneity and self-image construction among senior visitors was deepened. These findings also offer tourism destinations guidance on targeted marketing for senior visitors.