The purpose of this study is to explore household tourism decision making. There
is an extensive literature on consumer choice in general.1-3 In terms
of tourism, the main focus has been on motivational factors,4-6 but
as part of the emergence of a literature which studies the issues of tourism and
gender, there are some authors who focus on holiday decision
making.7-9 In this context the focus here is on the distinctive roles
and power relations within a couple. The study is exploratory in nature and
employs a self-administered questionnaire.
It is concluded that the overall consumption of a holiday is largely a joint
decision, but when the purchase is broken down into different stages females
have a dominant role in the early stages of the process, possibly making them
the gatekeepers.