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Abstract

In recent years, family vacation decision-making has grown in importance as a subject of research for tourism academics since it helps practitioners develop specialized marketing strategies for their target market. However, there hasn't been much focus on how different family members perform during the many stages of deciding on a family vacation. This study examines the three primary stages of choosing a family vacation and the part that young adults play in each stage of this process. The purpose of this study is to understand how young adults engage in choosing family trips. Additionally, this study attempts to examine how gender affects decision-making for family trips at various points of the decision-making stages (idea initiation, information collection, and final decision). The authors ultimately polled a sample of young adults in India using a convenience sampling approach. The empirical results show that young adults are not consistently involved in the idea initiation and final choice stages. The results also indicated that most female young adults rely on their fathers decision to make a choice regarding various aspects of the vacation. Destination marketers will be able to efficiently modify their marketing strategies with the use of this study's findings.

Keywords

Family Vacation, Family Vacation Decision Making, Young Adults, Idea Initiation, Information Collection, Final Decision

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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