Family Vacation Travel: An Application of the Theory of Reasoned Action: An Abstract

Abstract

This study applies the attitudinal dimension of the theory of reasoned action to the decision-making process undertaken by parents when they remove children from school for vacation travel. A qualitative thematic analysis of online discussion posted to two blogs hosted by The Wall Street Journal and one blog hosted by Gawker reveals salient attitudes regarding the value of education as it relates to travel. Attitudes toward removing children from school for family travel were strongly linked to parental attitude toward the education system and toward the value of travel. Responses were categorized as supportive, ambivalent, or opposed. Those who strongly support the education system were more likely to view traditional schooling as an important component for socialization. This group felt that family vacation was not a justifiable reason for school absence. Those who view life experience as educational tended to feel that school absence was acceptable if the travel had an educational component. Finally, about 20% of respondents clearly supported prioritizing family vacation over formal education. This group tended to be highly critical of the formal education system and saw such vacations as a form of “anti-schooling.” These results suggest that targeted efforts may appeal to families considering travel during school periods.