The role of family decision makers in festival tourism

Samuel Seongseop Kim*, Sangsoo Choi, Jerome Agrusa, Kuo Ching Wang, Youngmi Kim

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

58 Citations (Scopus)


This study assessed the role of family decision makers in participating in a festival according to five stages of festival participation. A survey process was conducted using two sampling groups: the sample for families with children and the sample for families without children. According to the results of the study, a number of marketing implications were generated. For example, the husband was revealed to more actively join transportation-related activities including driving, deciding travel routes, automobile safety checks, and filling up with gasoline. The wife was a strong decision maker in selecting restaurants or menus in the festival tourism management process. Likewise, the role of the wife is very significant, from suggesting the festival participation at the first stage to determining a revisit to the festival at the last stage. However, the children or joint decision-making patterns were not distinctive as they are said to be in other tourism literature. Findings of the study are expected to offer valuable insights for all festival stakeholders including festival vendors, local government, local residents, and festival organizers.

Original languageEnglish
Pages (from-to)308-318
Number of pages11
JournalInternational Journal of Hospitality Management
Issue number2
Publication statusPublished - 2010 Jun


  • Behavior
  • Decision-making
  • Family
  • Festival
  • Role

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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