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Journal of Travel Research
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Spousal Vacation-Buying Decision Making Revisited across Time and Place

Stephen W. Litvin

School of Business and Economics, College of Charleston (South Carolina)

Gang Xu

Southern Illinois University

Soo K. Kang

Colorado State University

Understanding family/spousal vacation decision making is important to tourism marketers. Twenty-five years ago, Jenkins divided the process into multiple subdecisions, such as where to visit or how much to spend, and studied how a sample of U.S. families allocated their decision-making responsibility for these decisions between the spouses. The current research, based on Jenkins’s work, uses recent data extracted from two sample populations, one from the United States and the other composed of Singaporean couples, to revisit the question. Whereas Jenkins found a large percentage of decision making to have been "husband-dominant," the current studies each found a significant trend toward joint decision making. The article discusses the apparent trend and suggests, a generation after Jenkins’ work, how these new findings may be of value to tourism marketers promoting the family vacation product.

Key Words: family buying behavior • family vacation • Singapore • Jenkins

Journal of Travel Research, Vol. 43, No. 2, 193-198 (2004)
DOI: 10.1177/0047287504268232
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