Cathy H.C. Hsu
School of Hotel and Tourism Management
The Hong Kong Polytechnic University
Hung Hom, Kowloon
Soo K. Kang
Kara Wolfe
Department of Hotel, Restaurant, Institution Management and Dietetics
Kansas State University
ABSTRACT
The purposes of this study were to profile various family vacation segments based on
decision-making types with demographic characteristics and travel behaviors and to
provide a systematic evaluation of the segments based on their profitability, accessibility,
and reachability. A total of 297 visitors, who considered themselves traveled as a family
unit, of the three travel information centers (TIC) on the boarders of Kansas participated
in the study. Results of the study generated three market segments, including
intergenerational (ITG) travelers, business-mixed-with-pleasure (BMP) travelers, and
visiting friends and relatives (VFR) travelers. Each segment was uniquely described
based on its members. demographic and travel behavior characteristics and decisionmaking
modes. Based on the evaluation criteria of profitability, accessibility, and
reachability, the VFR segment was identified as the most viable market for Kansas to
pursue.
INTRODUCTION
Families are an important market segment in the travel and tourism industry.
According to the Travel Industry Association of America (TIA, 2001), family vacation
travel accounted for 65% of the United States. domestic pleasure trips in 2000.
Furthermore, the American Demographics (Gardyn, 2001) reported that approximately
73% of married-with-children adults had taken a vacation with their spouse and children
at least once over the previous year. The average expenditure for a family vacation was
approximately $1,087 in 1999. Close to one-third (31%) of family vacationers indicated
that they had planned to spend more on their future vacations (National Geographic
Traveler, 2000). While the number of family vacation has increased, the types of family
travel have diversified as well. For instance, multiple generation travel being
accompanied by grandparents, or .grand travel,. has grown from 13% of all trips taken
with children in 1999 to 21% in 2000 (TIA, 2001).
The family decision-making process is different from and more complex than an
individual decision-making process (Assael, 1998) in that it involves different role
specifications and joint decisions among family members (Assael, 1998). In addition,
family vacation decisions, which tend to involve multiple individuals and significant
resources, are referred to as high involvement decisions (Michie & Sullivan, 1990). High
involvement decisions function more as processes than events (Assael, 1998) and are
governed by special rules (Davis, 1976).
Family decision-making studies were first published in the marketing literature in
the early 1970.s. Most early studies focused on the examination of the relative influences
of husbands and wives on the purchase of various products (e.g., Davis, 1970, 1971,
1976; Davis & Rigaux, 1974). The majority of family decision-making studies have
operationally viewed family decision making as being one of three categories: husbanddominant,
wife-dominant, or joint decision between husband and wife (e.g., Nichols &
Snepenger, 1988). Each member.s influence was found to be varied by the types of
product (e.g., Howard & Madrigal, 1990; Martinez & Polo, 1999), the decision-making
stage (e.g., Nichols & Snepenger, 1988), and family/household characteristics (e.g.,
Howard & Madrigal, 1990; National Geographic Traveler, 2000).
The attention to family decision making in travel and tourism was brought by
Myers and Moncrief (1978) who investigated decision making on the selection of a
pleasure travel destination, the route of the trip, and a commercial lodging
accommodation. A review of literature on family decision-making studies in travel and
tourism indicated that joint decision making has been the most dominant decision-making
type in family vacation-related decisions (e.g., Fodness, 1992; Nichols & Snepenger,
1988). Jenkins (1978) explored family vacation decision-making behavior, with
subdecision areas, by interviewing both spouses. In his study, the relative influence of
husband, wife, and each child was measured on a constant-sum scale by asking each
spouse to allocate 100 points among family members. In measuring the relative
influence, the constant-sum scale was proven reliable by allowing more analyses
possible, especially when more complex decision-making units, such as a family, were
involved (Filiatrault & Ritchie, 1980).
Previous decision-making studies in travel and tourism failed to investigate the
family decision-making process beyond the investigation of relative influence or the
identification of decision-making types (e.g., husband-dominant, wife-dominant, and
joint decisions).

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