Age burdens and social bonds: Shaping seniors’ well-being through tourism

As the global population ages, tourism can be pivotal in promoting seniors’ well-being. This study investigates the interplay between self-directed ageism, aging anxiety, self-efficacy, and the quality of intergenerational contact in shaping tourists’ well-being within an aging society. Drawing on stereotype embodiment theory, our study conducted surveys ( n  = 493) with Chinese senior tourists and applied structural equation modeling. Findings reveal that self-directed ageism and aging anxiety exert significant negative effects on self-efficacy and tourist well-being, while positive intergenerational contact quality serves as a critical protective factor. Moreover, intergenerational contact quality moderates the adverse impact of self-directed ageism, highlighting the role of meaningful cross-generational interactions in tourism contexts. The study contributes to both theory and practice by elucidating psychological mechanisms influencing senior tourists’ well-being, offering actionable insights for tourism providers to design age-inclusive and empowering experiences. Implications for destination marketing, service design, and policy are discussed.