In this relation, there have been significant changes witnessed in the family decision-making procedure. Unarguably, there can be seen considerable impact of family members particularly the children on the overall decision-making procedure of the family in the tourism industry. Family has always been an important market segment which makes significant contribution in the growth of hospitality and tourism industry (Dumitrescu and Vinerean 2010: 757- 763).
Nonetheless, the advancement in the society over the years has changed the concept of family marketing dramatically with unique attributes and preferences. Currently, the impact of families has been radically viewed to be influencing leisure activity decisions which has resulted tourism and hospitality industry to frame its marketing strategies along with adjusting different leadership styles according to the changing pattern of family. There has been significant growth in family holidays and vacation in the recent past years. Despite the economic challenges, the people in the society are willing to spend their holidays and vacations with their family by a considerable level (Wu 2013). Currently, with the modernization of families across the world, people are now relying more upon making collective decisions rather than placing priority towards making individual decisions. Hence, it can be stated that every member within the family including children as well as adults have become an important factor whose choices have become a vital matter of concern that needs to be taken into concern by the hospitality and tourism industry. Thus, this paper critically discusses the impact of family market on hospitality and/or tourism marketing.
Family market is currently being gaining tremendous popularity especially in the hospitality and tourism industry.