Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007. The senior travel market has become an increasingly important area of interest to the tourism industry for more than a decade due to its market size and potential growth. The trends toward early retirement, increased number of leisure years, active lifestyles, longevity, and time flexibility after retirement make the elderly an attractive market for the tourism industry. In the Thai tourism industry, the Japanese senior travel market is one of the important overseas senior segments. However, the number of the Japanese senior arrivals to Thailand is relatively small when compared to the overall Japanese seniors' outbound travel market. In order to increase market share and to attract more of them to Thailand, it is important to learn and understand their travel motivations for visiting Thailand. Therefore, this study has employed the theory of push and pull motivations to investigate travel motivations of Japanese senior travellers to Thailand.