Travel Reference
In-Depth Information
4
UK Family Tourism: Past,
Present and Future Challenges
Carol Southall
Introduction
Increasingly the diversity of the family tourism market appears to be the
subject of limited and somewhat narrow considerations by tourism organisa-
tions. The growing importance of this market should not be underestimated
and, despite the prevailing economic climate, tourism organisations that
recognise and accommodate the changing 'make-up' of families are more
likely to attract significant economic returns. The result of quality time
spent together on holiday is likely to be improved family relationships and,
for some, increased engagement with learning. The purpose of this chapter
is to encourage recognition not only of family diversity in a tourism context,
but also the social and economic benefits of accommodating the needs of
diverse families.
The family is 'the fundamental social unit of group formation in
society … [and therefore] the influence of the family on tourism demand is
extremely important' (Cooper
et al.
, 2008: 50). Research indicates that, even
in difficult economic circumstances, many families are unwilling to forgo
their family holiday. This chapter clearly defines the family market segment
in all its complexity before focusing on the historical development of the
family holiday in the UK, considering the early days of the 1930s holiday
camps pioneered by Butlin and Pontin through to the overseas package
holidays facilitated by developments in transportation. The impact of the
changing make-up of families on the family tourism product is considered,
alongside the factors influencing family participation in tourism.
There are numerous challenges facing both the generic family tourism
market and organisations catering for this segment, not least rising
socio-economic inequalities, the proliferation of 'alternative' families, a
rise in the proportion of ABC1 families (composed of skilled workers and
professionals, likely therefore to have higher disposable incomes), an ageing
population, 'pester power ', exponential growth in the use of social media
50
