Family Vacation Decision Making: The Role of Woman

ABSTRACT Most people spend their vacations with their family and decide where, how, and when with their spouses. The woman's role within the couple has become more and more influential in certain purchase decisions. This influence is strongly related to their lifestyles and values. For the tourism sector and its marketing strategy, it would be very useful to know the role that women play in vacation decisions. So, this article aims to analyze the influence of women's lifestyles and values on family vacation decisions. The information is based on 300 questionnaires addressed to married or cohabiting women. The results show differences in vacation decisions depending on the profile of the women (professional vs. traditional) and their preferences in activities.