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http://dx.doi.org/10.5392/JKCA.2021.21.02.462

Influence of Parent-child Travel Push-pull Motivation, Experience on Behavioral Intention  

Wei, Yuqian (배재대학교)
Park, KeunSoo (배재대학교)
Liu, Hengyu (배재대학교)
Zhao, Yizu (배재대학교)
Publication Information
The Journal of the Korea Contents Association / v.21, no.2, 2021 , pp. 462-473 More about this Journal
Abstract
With the development of society, changes in the family structure of China's residents and the increase in family income, parent-child travel has gradually become a new hotspot for tourism consumption. It is important for tourism marketers to understand the needs and motivations of parent-child travelers. This study explored the push and pull motivations of parent-child travelers by conducting a questionnaire survey of 290 travelers to parent-child farms and validated the path relationships between push and pull motivations, experiences and behavioral intentions. The result indicated that: 3 push factors were derived from the factor analysis of 13 push items and were named as 'For children & Family', 'Escape & Relax', and 'Socialization'; 3 pull factors were derived from the factor analysis of 11 pull items and were labeled: 'Facilities & Safety', 'Theme activities', and 'Environment'. Through sub hypotheses testing, the results show that push-pull motivation of parent-child travelers has a positive effect on their experience(4Es) for attending. 'Esthetics Experience' has the highest effect on the parent-child travelers' behavioral intentions, followed by 'Education Experience' and 'Entertainment Experience'.
Keywords
Push-pull Motivation; Experience; Behavioral Intention; Parent-child Travel;
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