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| A RESEARCH ON CHINESE FAMILY TRAVELLING DECISION-MAKING AND MARKETING SUGGESTIONS FOR TOURISM DESTINATIONS——A Case Study of Beijing |
| YIN Ping1,2, CAI An-ya3 |
1. Department of tourism management, Beijing Jiaotong University, Beijing 100044, China;
2. School of Environment, Renmin University of China, Beijing 100872, China;
3. School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China |
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Abstract This paper aims to examine family travelling decision-making models and analyze the different decision fields of different members of households in Beijing. Three kinds of households are defined, which are nuclear family, two-person family, and extended family. The conclusion is made based on a questionnaire of 195 surveys occurred in three residential areas in Beijing,and the samples were selected randomly. The result shows that in nuclear family, Joint Travelling decision-making Model (JDM) is the main one, the second one is Wife-directed Travelling decision-making Model(WDM). In two-person family, JDM is main travelling decision-making model, and the percentage of Husband-directed Travelling decision-making Model(HDM) rise a lot comparing with basic families, and husband focuses on controlling the whole process of vacation and related decision-making items, wife makes decision about financial budget as well as pre-trip preparations. While, there are difference items comparing with basic families. In extended family, JDM is main travelling decision-making model, and HDM is the second travelling decision-making model. The order of the decision-making models in extended families is the same as that of two-person households, but the respective percentage is different. Therefore, JDM is the major model in each type of families, the second model is WDM, and HDM is the last one. Children and grandparents are not the main decision-makers, but their suggestions are considered. Finally, the paper put forward some suggestions for tourism destinations operators based on family travelling decision-making models, which are that tourism destinations should make husbands as the primary customers and designing and sales departments should meet the wives' demands firstly as well as the tourism facilities should meet each family member's demand.
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Received: 13 March 2009
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2010, Vol. 25 
