The Next Generation’s Intent to Move into Senior Living Communities

ABSTRACTSenior living is an emerging research topic among hospitality scholars. Drawing upon the theory of planned behavior, this study examines the determining factors of potential residents, Baby Boomers, moving into senior living communities. We developed a survey derived from expert interviews, and data (n = 400) were collected via Qualtrics. The results show that personal privacy and employee competency develop a positive attitude toward senior living; friends and church members are greater social influences than family members; and psychological preparation and being a decision maker improves seniors’ perception of behavioral control. The synergistic interaction indicates a sense of control over their life could further enhance the positive attitude toward Boomers’ decision to choose senior living. The managerial implications are discussed for industry practitioners.KEYWORDS: Senior livingattitudesbehavioral intentionsboomerstheory of planned behavior Disclosure statementNo potential conflict of interest was reported by the author(s).