A Study On Influencing Factors Of Children Effect On Family Tourism Decision-making Behaviors

With the growth of residents’ consumption capacity, families have much more tousim demands. As the most common household type in China, the nuclear family becomes an increasingly important tourism market in the future. After great changes of family relations, children gradually become the key to influence family tousim decision-making behaviors. However, Overseas and domestic research of family tousim decision-making develops late, and seldom research is carried out from the view of consumers and segment market. Therefore, the article takes the example of Hangzhou nuclear family at Full-nest stage,circled on the theme of family tousim with children impacts, summarizes the decision behaviors’ characteristic, influential factors and different decision types when families going for vacation, as a theoretical support of promoting family tousim market.With 376 questionnaires done by nuclear family tourists at full-nest stage as the data basis, the research makes the most of statistical research methods, such as mean value analysis, factor analysis, cross-over analysis, ANOVA analysis, Scheffe analysis, cluster analysis, and did research on influencing factors of family vacation choice and behaviors, and drew the following conclusions:(1) By analysis on the purpose of children influences during family tourism decision-making process, research results on the frenquency, form,duration of family tousim and favorite destiantion, favorite activity are carried out, and the impacting factors, as children’s physiological and school age are also analyzed. (2) Products and services factor, price and cost factor, safety guarantee factor, information access factor, parenthood factor and family travel cognitive factor are six key factors which influence parents selecting vacation destinations in consideration of children impacts.Three are some significant variances among different backgrounds of families, such as children’s age, household income, parents’ career and education. (3)According to Family Life Cycle theory, the comprehensive factor score of each family is calculated and ranked. And family tourists are classified into three types, Democratic and High-quality family decision-makers, Cautious and Irritable decision-makers and Sensitive and Economy family decision-makers.With the help of empirical research, recommendations are provided on the aspects of tourist scoure, tourism product and tousim market:Firstly, Tourism enterprises should focus on the main target group and meanwhile giving attention to the secondary group. Besides, Tourism enterprises should put forward disparity development strategy in order to meet different needs. Finally, the government should implement the regulations and laws to stimulate family tourism consumption and further broaden the market.