Family Holiday Decision-making Behavior Research

With the increase of domestic economy and change of consume notion, the development trend of tourism industry is on the rise. Family tourism, as a branch of mass tourism, which is affected by modern leisure notion and traditional festival theme, is accepted by more and more people. Especially, the Mid-Autumn Festival and Tomb-sweeping Day were determined to legal holiday in 2007, which is a positive factor to impact this market.Family holiday is becoming a worthy of being focused subject on this background. However, most of present researches concentrate on consumer aspect to provide a practical suggestion for consumers. Researches about consumer notion, purchase pattern, post-consumer evaluation, from enterprise aspect, are still insufficient. Consequently, the article makes a preliminary research on main part of family holiday decision-making, in order to provide reference for tourism enterprise and making tourism policies.On the basis of overseas and domestic researches review, the author has made a family holiday decision-making model. The author makes use of generalized utility theory to form a frame about behavior preference of family members'holiday decision-making. And the game process of couple holiday decision-making has been analyzed, which aims to study behavior preference mechanism about family holiday decision-making.After academic analysis, the author has made an empirical Analysis about QingHuangDao family holiday decision-making and some conclusions as follow.1. Domestic family holiday decision-making is a joint decision making as well, the impact of couple is different on the process of decision-making; 2. Wife and child are the main factors of family holiday decision-making. And impact of the old is less than others, which is distinct from the hypothesis;3.The primary tactics to solve contradiction of family holiday decision-making is consultation; Personal preference is the leading factor to solve contradiction, not the emotional factor like the former hypothesis;4. One member compromise is the main result of tactics implication, and two members compromise is the second result. These results are similar to the generalized utility hypothesis. The persevered member gets the preference of tourism destination, and the other one gains motion and other spirit compensation; 5.Although the best tactics is consultation, the tactics implication is one member compromise. Female think the scale of preference of one member compromise is much more that two member's compromise. But male believe the scale is pretty much the same between one member compromise and two members compromise.