Young at Heart, Green in Action: Unlocking Senior Travelers’ Sustainable Behaviors
Prof. Yuansi HOU
Associate Professor in Integrated Resort and
Tourism Management
FBA, UM
Date: 25/11/2025 (Tuesday)
Time: 13:00 to 14:00
Venue: FBA Lobby
Abstract
The global population is rapidly aging, giving rise to a powerful and expanding segment of tourists who are redefining later life as a period of active exploration and meaningful experiences. This shift moves far beyond traditional decline narratives, carrying profound implications for the future of sustainable tourism. The collective choices of this demographic—ranging from eco-friendly to resource-intensive—will significantly shape the environmental and social footprint of the industry.
This salon investigates a key psychological driver behind senior travelers’ sustainable choices: subjective age—how young one feels internally. This “young-at-heart” mindset, more than chronological age, acts as a psychological catalyst, promoting openness to pro-environmental and pro-social behaviors during travel. By examining this novel driver, the salon aims to spark discussion on harnessing senior tourism for sustainability. Participants are invited to explore how such insights can inform strategies that guide this influential demographic toward sustainable practices, bridging theoretical understanding with real-world application.
Speaker
Prof. Yuansi Hou is an Associate Professor in the Department of Integrated Resort and Tourism Management at the University of Macau. Prior to joining UM, she built her academic career in the UK, holding positions as a Reader in Marketing at Queen Mary University of London, an Assistant Professor in Marketing at Durham University Business School, and a Lecturer at the University of Surrey’s School of Hospitality and Tourism Management. Her research focuses on consumer psychology and behavior in the service industry. Through laboratory and field experiments, she specifically investigates topics in environmental psychology and sustainability, behavioral decision-making, and service technology.
All are welcome!
