Fathers' Predominance in Transport Arrangements for Family Tourism: E-Chaid-Based Profiling in East Asia

Abstract

In decisions about transportation for family vacations, the distribution of the decision-making role between fathers and other family members is subject to characteristics of the society, the travel and the household. Therefore, the purpose of this study is to present a data-mining model that identifies the relative importance of those determining characteristics in predicting the probability of the father’s predominance in transportation decisions for family vacations. By investigating cases across four East Asian societies and using exhaustive chi-square automatic identification detector analysis, it was found that the primary source of the family’s income was the strongest predictor of the father-determined likelihood of decisions about vacation transportation. The results also suggested that the decision tree method is appropriate for targeting the father-predominant market of transportation in cross-societal contexts.