Abstract Socialization Theory guides this study's examination of factors that influence mature consumers' attitudes and behavior regarding pleasure travel. The study examines the extent to which social structural variables are related to mature travelers' interaction with socialization agents, and how social structural and developmental variables are related to their attitudes, past travel behavior, and future travel intentions. Data (n = 182) were collected via mailed questionnaires. A series of multiple regression analyses were used to test hypotheses. The findings reveal that socialization theory serves well in explaining attitude, behavior, and intentions regarding pleasure travel. Socialization agents, social structural variables, and attitudinal components are identified and their relationships with past travel behavior and future travel intentions are assessed.