Who influences aspects of family decision making?

Abstract

The purpose of this study is to learn about data structures in relation to decisions about family travel being influenced by sellers (i.e. agents), spouses/partners, spouse, kids and friends/relatives (i.e. influencing units). Concern is with units affecting decisions about duration, budget, destinations, restaurants, daily tours and accommodation facilities. Research is on survey data collected from British family groups visiting Turkey in the summer of 2007. Data allowing study of a range of matters were collected by haphazard but not necessarily random selection of respondents in an airport departure lounge. The study identifies independent effects of influencing units on aspects of decision but also shows that demographic factors affect aspects of decision making such as the choice of destination. Methodologically, the study identifies questionnaire structure and analysis methodology to use in examining further research. Results suggest how influencing units (e.g. self, spouse) affect aspects of decision making aiding practitioners in understanding influences on decisions. The research opens a new area of investigation by implementing a questionnaire structure, developing analysis avenues and establishing results for further examination (i.e. to establish their generality). © 2012, Emerald Group Publishing Limited