Volume 29, Issue 4, 2020
DOI: 10.24205/03276716.2020.874
Little Children with Giant Power: The Influence of Product Knowledge on Family Holiday Decision Impact in Perspective of Tourism Attachment at Heritage Destination
Abstract
With modern family structure shrinking, children are playing an increasingly important role in
family purchasing decisions. Based on the research framework of consumer attachment, the
paper explores the relationship between children tourism product knowledge and family
holiday decision impact, mediated by tourism attachment. In the view of children, focus group
discussion is used and 166 questionnaires are collected with an adjusted measurement scale.
Children visitor data analyzed with SEM revealed product knowledge is a significant predictor of family holiday decision in initiation stage and search/decision stage and the mediate effect of tourism attachment is tested. In the context of tourism, children is regarded as the one of the dominant role. The more confident performance from product knowledge encourages children to have a more positive attitude of attachment towards tourism, resulting in strong
influence on family holiday decisions. This study offers empirical evidence for developing a theoretical framework of children tourism consumption and offer insights into modern children’s’ tourism product design and marketing in context of heritage tourism
Keywords
Children tourism, product knowledge, tourism attachment, family holiday decision