Travel Reference
In-Depth Information
The role of children and generational differences
Increasing emphasis is placed on fewer children born than in previous
generations, which leads to more democratic decision-making in families.
The role that children play as influencers of tourism purchasing decisions is
increasingly recognised. There are also growing demands for understanding
that the needs of children differ from those of their parents or even grandpar-
ents and that these generational differences need to be addressed by tourism
operators. Children cannot be considered as a homogeneous group and age
is a big differentiator. Catering to the nuances of the young family tourist
as the next generation of travellers is vital in ensuring the sustainability of
tourism businesses.
The role of gender and parenting behaviour
The change in gender roles and parenting behaviour can have significant
influences on family holiday experiences. Societal changes have led to
intensive mothering and involved fathering, implying a more concerted
effort in raising fewer children than previous generations. This implies that
the traditional roles of parents are extended to encompass a wider variety
of parental behaviour towards children on holiday. Recognition is needed
of the complex gender relations in tourism and how gender imperatives for
both fathers and mothers are affecting holiday needs and outcomes.
Understanding new purchasing decisions for business
Tourism businesses require better understandings of the complex purchas-
ing decisions involved, especially in relation to the changing family market.
There are new forms of families and they are from diverse cultural back-
grounds; these need to be considered along with changes in gender and
parenting roles, children's greater influence and family travel increasingly
involving the extended family and VFR. This should lead to more creative
and innovative marketing campaigns that engage the young tourist, appeal
to gay and lesbian families or relate directly to the local VFR hosts. To
capture future travel purchasing behaviour will require account to be taken
of the rising diversity, multivocality and fluidity of families.
The role of time
Increasing societal importance is placed on family time, especially by the
middle classes. Holidays can take on a purposive nature by facilitating
family togetherness. This is contrasted with the myth of decline, when,
in fact, families today spend more leisure time together than previous
generations. On holiday, family members also seek freedom from family
