The objective of this study is to develop scales addressing seniors' perception of group package tour service features (GPTSFs) in Taiwan and China, and thus extend the existing literature regarding the service quality theory. This research used a qualitative method to generate sample items and a quantitative approach to develop and validate GPTSF scales. Findings from a survey with 239/217 experienced senior tourists from Taiwan/China identify five important factors (i.e., tour leader and tour guide, restaurant, hotel, coach, and scenic spot) among seniors in Taiwan and three factors (i.e., pre-tour briefing, restaurant, and optional tour) among seniors in China. Based on our findings, travel agencies can adjust their managerial directions to make them flexible enough to react efficiently to environmental changes and consumer needs.
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