Vacation co-creation: the case of Chinese family travelers

Abstract

PurposeThe purpose of this study is to provide a nuanced understanding of Chinese family tourists’ value co-creation by examining three important aspects of family vacation: What do families do during vacation? How do they make meaning of what they do? Do travelers’ role identities within their families play a role in the value creation process?Design/methodology/approachUpon reviewing related theoretical work, the authors undertook a mixed-method study consisting of both survey data and in-depth interviews.FindingsThe analysis revealed three clusters of family interactional content, including We open and share our worlds, We build knowledge and skills and We co-create and co-evaluate, and five clusters of family travelers, including Outdoor enthusiasts, Socializers, Nature lovers, Culture admirers and Relaxation seekers. Family roles, life situations and destination environments also interfaced with family activity participation and family conversations. A family vacation value co-creation process framework with four propositions was, thus, proposed.Research limitations/implicationsFurther exploration and validation of the proposed framework and propositions which emerged from the findings of this study are needed. Impacts of various family types and relational dynamics also warrant future investigation.Practical implicationsThe results of family interactional and relational well-being facilitated by family vacation are pertinent to academia, industry and public policy-making.Social implicationsFamily vacation can be a positive intervention for the creation of family value and a means of meaning-making. Programs that integrate multiple family roles and address family-level value propositions would be collectively enriching.Originality/valueThe current study initiated a pioneering investigation by providing a depiction of how family travelers experience and make sense of a shared tourism experience, along with their value perceptions in such a co-created consumptive scenario.