Family holiday decision-making (FHDM) is a process composed of several stages. This paper aims to describe two objectives: to identify at each stage the roles in couples, the main decision-maker in the case of family holidays; and to determine the most influential variables.
To identify the roles played by the partners, a frequency analysis has been conducted, which provides a graphic representation of the so-called feasibility triangles. The technique selected to identify the variables that explained the decision structure was binary logistic regression. In total, 375 useful dyads of questionnaires were received.
Holidays follow a joint decision-making process in the initiation phase and in the final decision, while the search for information is carried out equally by either partner. The woman’s work situation, the type of destination travelled to and the difference in education levels between them are the variables that best explain how couples decide on their family holidays.
A better understanding of the FHDM process will help tourism companies to improve their marketing campaigns.
The characteristics of the sample composed of 375 couples whose members completed a questionnaire separately have allowed not have to rely on one response per household, which adds reliability to the results. This sample is higher than the one of many reference publications on the subject. Furthermore, this paper revealed differences between male and female perception.
