The role of social tourism in the satisfaction of elderly customers: The case of the Volto Já Project

Abstract

Purpose: This research seeks to capture the perceived value given by the elderly to participation in social tourism programmes, and the link between the social tourism experience and their satisfaction as customers of social welfare services. It aims to: 1) study the interviewees’ perceptions of the specificities of the programmes; and 2) understand the relationship between the participation in social tourism activities and elderly customers’ satisfaction. Method: To this end, we used the Volto Já Project as the main source of information since it is a research project that implements a social business model through a network of Social Economy institutions where it promotes a senior exchange programme. Data is collected on the feedback from participants in the Volto Já Project’s social tourism activities. The study follows a qualitative design with data collected in semi-structured interviews. The sample is composed of 23 elderly people (14 females, 9 males, average age of 79). Content analysis procedures were used to examine the interviews. Findings: There is some evidence that participation in social tourism activities increases the users’ satisfaction with the organization as welfare service customers, although this satisfaction depends on corporate image. On the other hand, the satisfaction of participants in the Volta Já project was also influenced by factors other than this experience. Originality/value: This study allowed us to evaluate the experience of the social tourism programme and its effects on customers’ satisfaction with the organisation. The insights provided by this feedback bring novel topics to this evaluation, enriching both the current work and future studies.