Tourism Decision-making Behavior Of Three Generations Of Chinese Lineal Family

China is a developing country with the largest population,the fastest aging rate and the largest elderly population in the world.China has a tradition of five thousand years of filial piety and family living together.Due to drastic social changes and rapid economic development,China’s family structure has undergone great changes,and intergenerational living means that family pension resources are relatively sufficient,so the family pension function will still be an important guarantee for most of the elderly in China.At the same time,China’s fertility policy is also constantly adjusting.From the implementation of the universal two-child policy to the introduction of the three-child policy,the previously stable pattern of three-child family has undergone new changes.The increase in the number of children and various life problems brought about by the increase in the number of children make the intergenerational relationship of families gradually become complicated and diversified.In addition,the rapid changes in the function of family rearing and the relative lag of social child-care services have resulted in the increasing transfer of the pressure from the father generation to the grandfather generation,and the establishment of temporary or long-term main family(i.e.three-generation lineal family)has become a necessary strategy for Married couples in China.The western family modernization theory holds that with the deepening of the modernization process,the nuclear family will become the most mainstream family structure.However,the trend of the three-generation lineal family in China is somewhat different from the expectation of the family modernization theory.Due to the constant stability of the pension foundation status of Chinese families and the constant adjustment of the fertility policy,more and more Chinese families with three generations of lineal family choose to travel with grandparents and grandchildren.Therefore,it is necessary to study the tourism decision-making behavior of Chinese families with three generations of lineal family.From the perspective of China’s three generations of immediate family study family tourism decision-making behavior is not only beneficial to better display the traditional Chinese family structure is unique,and can be targeted to explain Chinese culture under the background of family tourism decision-making behavior,to make effective family tourism marketing strategy plays an important role.Family tourism decision-making behavior is an important area of consumer behavior research.This paper firstly conducts in-depth interviews with 20 third-generation lineal families in China.The text data obtained from the interviews are coded and analyzed by MAXQDA2020 software.Then,based on the theory of consumer purchase decision,the modes,stages and roles of tourism decision-making of third-generation lineal families in China are analyzed.Finally,based on tourism motivation theory,leisure constraint theory and planning behavior theory,the theoretical framework of tourism decision-making behavior of three generations of lineal families in China is constructed.The results show that: 1.The tourism decision-making of three generations of lineal families in China includes three stages:problem identification,information search and choice evaluation,and final decision.The husband is more inclined to the problem identification stage,while the wife plays an important role in the information search and choice evaluation stage.Older children had more influence than younger children in the information search stage,but the opposite was true in the problem identification and final decision stage;Second,in China,the three generations of direct family tourism decision-making mode is dominated by the husband and wife in the father generation,the father generation plays the role of initiator,decider and buyer of family tourism decision-making.In the "old,middle and young" family structure,the grandson generation plays the role of influencer and the grandfather generation plays the role of user.In the family structure of "middle-young-young",the tourism decision-making role of ancestor is influencer,while that of sun is user.3.The tourism decision-making model of three generations of lineal families in China is mainly divided into three parts: tourism promotion,tourism constraint and tourism intention.Tourism promotion includes two series of factors including individual motivation and family motivation,and tourism constraint includes three series of factors including individual constraint,family constraint and social constraint.Tourism intention consists of three series elements: behavioral attitude,subjective norms and perceived behavioral control.Tourism promotion and tourism constraint interact with each other to jointly affect tourism intention,thus forming the final family tourism decision-making behavior.According to China’s three generations of immediate family tourism decision-making behavior research conclusion,this article from three aspects put forward some proposals for the development of domestic tourism in China: one,in the process of tourism product design considering three generations of the common needs and personal preferences,pay attention to the interactions between intergenerational and participatory and form a complete family tourism products system;Second,adopt multi-channel family tourism marketing strategy according to the different characteristics of three generations of main family;Third,from the national policy protection,social atmosphere guidance,tourism enterprises publicity and other multidimensional to create a comfortable and safe social environment for family tourism.