Three generations on a holiday: Exploring the influence of Neo-Confucian values on Korean Multigenerational Family vacation decision making

Abstract

Despite being recognised as a lucrative segment by the industry, multigenerational family vacation remains an under-researched area. This study explores Korean multigenerational family vacation decision making (FVDM). Using a neo-Confucian epistemology, this study contributes to the existing family tourism literature, which has mainly researched Western nuclear family holidays, by investigating how Korean multigenerational families resolve conflicts during the FVDM process. Data were collected from 14 Korean multigenerational families using focus groups, interviews and visual methods. The study reveals the influence of neo-Confucianism on FVDM communication and the conflict resolution strategies. The vertical communication across generations was guided by filial piety while the horizontal communication within the second generation demonstrates seniority- and male- oriented values. Given the communication patterns, each generation adopted conflict resolution strategies to maintain family harmony, which is a core value of neo-Confucianism. Recommendations are provided to tourism practitioners to develop tourism products and marketing strategies.