三代同游谁说了算?——基于计划行为理论中国三代直系家庭的深度访谈

Who Has the Final Say When Three Generations Travel Together?: In-depth Interviews with Three-Generations-Lineal Families Based on the Theory of Planned Behavior

家庭旅游决策是消费者行为研究关注的重要领域。本文对20个中国三代直系家庭进行了深度访谈,并基于计划行为理论构建三代直系家庭旅游决策行为的理论框架。研究表明,中国三代直系家庭的旅游决策模式以父代主导,且夫妻共同主导型为主,在旅游决策角色中,父代是发起者、决定者和购买者;在“老-中-青”结构的家庭中,孙代是影响者,祖代是使用者;在“中-青-幼”结构的家庭中,祖代是影响者,孙代是使用者。中国三代直系家庭的旅游决策行为态度、主观规范、感知行为控制共同影响家庭旅游决策行为意向,进而影响家庭旅游决策行为。

Family travel decision-making is the focus of consumer behavior research. This paper conducts in-depth interviews with 20 three-generation-lineal families in China, and constructs a theoretical framework of travel decision-making behavior of three-generation-lineal families based on the theory of planned behavior. Results show that: the travel decision-making model of the three-generation-lineal families in China is parent-dominated and most of the couples dominate together. The parent plays the role of initiator, decision maker and purchaser in tourism decision-making. In “old-middle-young” families, grandchildren are the influencers and the grandparents are the users. In the “middle-young-infantile” family, the grandparents are the influencers and the grandchildren are the users. The behavioral attitude, subjective norms, and perceived behavioral control of the three-generation-lineal families jointly influence the family’s behavioral intention to make travel decisions, which in turn affects the family’s travel decision-making behavior.