“…Family holidays are purported to strengthen social connectedness and positively contribute to social identity formation (Schanzel, Yeoman, & Backer, 2012). Within the realm of consumer research, the family remains an important consumption unit that has been studied primarily for its decision-making processes, buying habits, and behavior (Epp & Price, 2008;Filiatrault & Ritchie, 1980;Lehto et al, 2012;Nanda, Hu, & Bai, 2006). In the tourism field, past research investigates mainly the role of husband and wife in family vacation decisionmaking (Bronner & de Hoog, 2008;Jenkins, 1978;Kim, Choi, Argusa, Wang, & Kim, 2010;Litvin, Xu, & Kang, 2004).…”