THE TRANSFORMATION OF FINANCIAL BEHAVIOR OF SENIOR TOURISTS IN THE CONTEXT OF HEALTH PRESERVATION

Abstract

Aim. This study investigates a shift in the economic behavior of senior tourists from a savings-oriented model towards increased consumption. Materials and methods. Using data from a sociological survey, the authors calculated the average and marginal propensity to consume and save among seniors. The study used general scientific and economic methods. This included description, theoretical analysis, structural-functional analysis, and comparative analysis. Results. The analysis demonstrates a shift among senior tourists from accumulating liquid savings toward higher consumption, particularly on tourism services. However, the changes in consumption and saving levels among seniors from 2018 to 2022 were not pronounced. The crisis phenomena of recent years, including those caused by the pandemic, impeded the trend of more active growth in tourism spending by senior tourists. Conclusion. Over the past five years, seniors have demonstrated a decline in their average propensity to save and a rise in spending on goods and services, including tourism. This indicates a shift in their financial behavior from a traditional savings model to increased consumption driven by evolving attitudes toward aging and longevity.