Analysis of tourism behavior with infants and young children from an accessible tourism perspective : By applying the goal-oriented behavior model (MGB)

This study aimed to understand the tourism behavior of parents accompanying infants and toddlers from an accessible tourism perspective. As parents of young children engage in tourism activities with their families, we applied goal-oriented behavior theory to explain parental tourism behavior, focusing on emotional factors such as anticipated emotions and aspirations. A survey targeting parents raising infants and toddlers in Daegu Metropolitan City was conducted, resulting in a total of 235 valid questionnaires collected. The analysis results aligned with previous studies, indicating that tourism attitudes, positive anticipated emotions, and negative anticipated emotions significantly influenced aspirations. However, subjective norms and perceived behavioral control did not have a significant effect. It was suggested that the subjective norms perceived by tourists with infants and toddlers were directly and indirectly affected by negative influences, such as no-kids zones and child discrimination encountered during tourism activities. From the perspective of parents engaging in tourism with young children, these activities are seen as essential. However, negative views from acquaintances can lead to hesitation in participating in tourism activities, as various social challenges associated with outdoor activities involving children are conveyed to parents. Finally, aspirations were found to significantly impact behavioral intentions. These findings suggest that aspirations are a crucial factor in explaining the tourism behavior of parents with infants and young children, consistent with previous studies. Therefore, the goal-oriented behavior model offers a theoretical basis for understanding the tourism behavior of parents with infants and young children.