Abstract
The traveling food tourism with children industry has become a rapidly developing tourism market after the epidemic. Parents, children, and sightseeing factories have all benefited positively from their shared family travel experiences. Based on the value co-creation theory, this study analyzes literature related to traveling with children from a group perspective, selects variables and dimensions based on the characteristics of traveling with children in China, and investigate the relationships among motivation, involvement, experience value and visit intention in the context of the food tourism industry. Analysis of data from 578 respondents indicates that the proposed model fits the data well. The results indicate that the motivation of traveling with children does not have a direct positive impact on visit intention, but through tourism involvement and experience value, it can indirectly affect the visit intention of tourists with children. Empirical analysis is expected to contribute to the study on the experience theory of traveling with children. At the same time, targeted guidance and suggestions can be provided for product design, marketing strategy, and experience management in the food tourism industry.
1. Introduction
COVID-19 has profoundly transformed the dynamics of daily life and travel. On one hand, the pandemic has cultivated a deeper appreciation for familial bonds, highlighting the value of shared time. Consequently, traveling with children has emerged as a popular pursuit for families, offering an opportunity for collective engagement in tourism, thereby enriching emotional connections and strengthening parent-child relationships. Furthermore, these family trips serve as a respite from the stress and anxiety induced by the pandemic, aligning well with the emotional needs of individuals during this challenging period (Godovykh et al., 2021; Itani and Hollebeek, 2021).
The provision of experiences has emerged as a pivotal cornerstone for businesses to secure a competitive edge and generate profit (Pine and Gilmore, 1998). At the heart of this transformation lies the perception of customer value, wherein the experiential element holds paramount significance, profoundly influencing purchasing decisions. By centering attention on customers’ value pursuits throughout the consumption process, organizations can curate and amplify the experiential context, thereby shaping the perceived value of customer experiences. This strategic approach is instrumental in fostering and sustaining customer loyalty (Pullman and Gross, 2004).
However, the focus of family tourism experience research is predominantly on group interactions among family members (Schänzel, 2010). This emphasis is rooted in the understanding that family vacations foster a unified mindset among family members through the provision of shared experiences. These collective experiences and attitudes contribute to a shift in the family’s thinking, from an individualized ‘me’ and ‘you’ perspective to a collective ‘we’ mindset (Lehto et al., 2009). Extant research indicates that both parents and children derive positive benefits from shared family travel experiences. Therefore, travel suppliers and the industry alike should take into account the diverse perspectives of different family members to enhance the travel experiences for all family constituents (Miyakawa and Oguchi, 2022).
Consequently, research on traveling with children needs to introduce value co-creation theory. It not only focuses on the basic functions and service quality of travel, but also pays attention to the value experience during the travel process. Co-creation entails an integrative process involving active dialogues and co-construction of personalized experiences on the part of the participants (Prahalad and Ramaswamy, 2004). Travelers accompanied by children engage in a collective process of experiencing and comprehending shared travel encounters, including their value perception within co-created consumption scenarios (Fu and Lehto, 2018). Consequently, tourism enterprises and related institutions ought to accord significant attention to the needs of this consumer demographic. They should strive to offer an array of diverse and personalized travel products and services, tailored to satisfy the value perception and expectations of travelers with children.
Building on previous research, the main aim of this study is to construct a framework outlining the influence mechanisms and structural relationships among motivation, involvement, experience value and visit intentions within the context of travelling food tourism industry with children. This research enhances the theoretical understanding of family travel. Furthermore, the findings of this study offer practical guidance for product design and marketing strategies in the food tourism industry. The development and operation of marketing channels for food also require horizontal expansion through the development of tourism industry (Zhu et al., 2017). Experience activities in traveling with children are often accompanied by direct consumption of agri-food products. Through experience activities, parents can impart food safety knowledge to children. This helps children establish correct food safety concepts from a young age and form good eating habits. Strengthening cooperation between traveling with children and the agri-food industry can promote their common development.
Additionally, the outcomes of this research provide valuable insights and recommendations for resource distribution and experience management in agri-food industry. For example, traveling with children routes themed around agricultural products can be designed, allowing tourists to gain a deeper understanding of the production process and cultural background of agricultural products during their travels. At the same time, agricultural product processing experience activities can also be carried out, allowing tourists to personally participate in the processing of agricultural products and learn about agricultural product processing techniques and methods.
2. Literature review
2.1 Traveling with children
Within the academic discourse, Western scholars tend to categorize traveling with children under the overarching concept of family tourism. Initial research endeavors, adopting a perspective grounded in the composition of family members, have defined couple travel and travel with children as distinct forms of family tourism (Kang and Hsu, 2004; Zabriskie and McCormick, 2003). However, the consensus among a majority of researchers is that the primary constituents of family tourism comprise at least one adult and one minor child. The category of adults typically encompasses parents and other legal guardians (Schänzel, 2010; Schänzel and Yeoman, 2015).
Research topics in family tourism predominantly concentrate on tourism consumption (Alegre et al., 2013; Dolnicar et al., 2008; Fu et al., 2014; Sahoo et al., 2022; Sun et al., 2015; Zheng and Zhang, 2013), tourism decision-making (Li et al., 2020; Kim and Mokhtarian, 2021; Kim et al., 2010; Mottiar and Quinn, 2004; Rojas-de-Gracia and Alarcón-Urbistondo, 2018; Therkelsen, 2010; Xu et al., 2022), tourism experience (Carr, 2006; Miyakawa and Oguchi, 2022; Schänzel, 2010; Wu et al., 2019)and tourism function (Lehto et al., 2009; MacInnes et al., 2022; Shaw and Dawson, 2001; Yankholmes et al., 2021; Wu et al., 2021). In the extant research, the majority of scholars adopt the perspective of parents as the primary focus. This is rooted in the belief that parents serve as the primary decision-makers in tourism consumption behavior. Given that children tend to be comparatively deficient in life experience and knowledge reserves, they are often unable to make autonomous and informed decisions. Conversely, parents, with their wealth of life experience and capacity for independent judgment, are deemed capable of making more rational consumption choices during the tourism process..
Although parents often occupy a dominant role as decision-makers in actual consumption behavior, it is imperative to recognize the significant influence that children exert on parental decision-making. This influence is closely tied to the age of minor children, as their cognitive abilities progress with age, thereby contributing to an augmentation of consumption knowledge and skills (John, 1999). Concurrently, it is acknowledged that younger children may present challenges within the context of family tourism, resulting in a comparatively less substantial impact on family purchase decisions compared to older children (Gram, 2007; Watne et al., 2014).
Drawing upon the aforementioned scholarly literature, it is evident that the preponderance of studies has primarily concentrated on an individualistic perspective. In stark contrast, the current study adopts a group-oriented approach that incorporates all family members, thereby contributing significantly to the evolution and advancement of motivation and experience theories in the context of group tourism.
2.2 Motivation
In the realm of tourism studies, motivation research has consistently occupied a pivotal position. With regards to research content, apart from delving into the conceptualization and dimensional analysis of tourism motivation, it predominantly treats tourism motivation as a variable of interest. Researchers, on the one hand, scrutinize the factors that shape and influence tourism motivation, while on the other hand, they examine the mechanisms in which tourism motivation impacts travel decision-making processes, tourism experiences, and subsequent behavioral intentions.
Traveling with children serves as a beneficial means of strengthening familial cohesion and fostering emotional communication among family members (Chesworth, 2003). For families, the essence of vacations lies in the opportunity to spend quality time together and engage in mutual activities (Rhoden et al., 2016). Moreover, children hold these moments spent with their parents in high esteem (Gram, 2005). In contemporary nuclear family structures where education is paramount, parents perceive tourism as a form of diversified education for their children (Bhuiyan et al., 2010). Participating in simulated games during tourism excursions can bridge the gap between formal and informal education, thus enabling children to gain an early awareness of the social environment outside the confines of traditional education (Adukaite et al., 2017).
It is apparent that the primary motivation underlying family leisure activities is rooted in familial and parent-child relationships, with parent-child education motivation occupying a secondary position (Shaw and Dawson, 2001). However, a scrutiny of research on the motivation for traveling with children, particularly among Eastern scholars, reveals that parent-child education motivation is notably more salient than parent-child relationship motivation (Pan and Shang, 2023). Despite the disparities in the dimensionalities of tourism motivation between Eastern and Western contexts, parent-child relationship and parent-child education remain pivotal in the context of traveling with children.
Drawing upon the aforementioned scholarly works, the motivation for traveling with children builds upon and extends traditional research in motivation theory, which has predominantly focused on individual travel needs and aspirations. However, the decision-making process when traveling with children is inherently collaborative, encompassing the perspectives of both parents and children. As such, the travel motives that influence their joint decision-making should be framed in a family-oriented context (Fu et al., 2022).
2.3 Involvement
Based on the theoretical foundations of individual needs, values, and interest states, involvement is conceptualized as an individual’s cognitive assessment of the significance and relevance of various factors (Zaichkowsky, 1985). The involvement theory primarily delves into the intricacies of consumer purchasing decision-making, highlighting the fact that consumers do not always adhere to rational decision-making processes. This is attributed to the recognition that not all consumer behavior can be explained solely through rational economic principles (Yamoaha and Yawson, 2022). This notion holds particular relevance in the tourism domain, where the consumption patterns of tourists are inherently multifaceted and complex. When tourism destinations resonate with the values and needs of tourists, their consumption behavior tends to demonstrate a distinct predisposition towards those destinations (Altunel and Erkurt, 2015; Ji et al., 2023). The varied nature of tourism types, including persistent involvement, emotional involvement and situational involvement, has led to divergent measurements of tourism involvement (Gross and Brown, 2008; Kim, 2012; Zatori et al., 2018).
In the realm of tourism research, the concept of involvement transcends the sole realm of tourist involvement to embrace the involvement of residents as well (Li et al., 2021; Šegota et al., 2017). Specifically, in the context of disaster tourism destinations, resident involvement exhibits a dynamic evolution across temporal and spatial dimensions. This evolving involvement presents opportunities for destinations and policymakers to harness it as a guiding framework in facilitating residents’ recovery from disasters, while concurrently enhancing their capabilities and knowledge as tourism practitioners (Tan et al., 2022). This underscores the paramount importance of conducting research on residents’ involvement in the development and management of tourism destinations.
As an emerging segment within the tourism market, traveling with children incorporates consumption concepts that span across two generations during the travel process, along with emotional factors such as parents’ expectations and caregiving responsibilities towards their minor children. The traditional rational consumption decision-making framework falls short in addressing this multifaceted scenario. The incorporation of involvement theory offers a potential avenue for addressing this complexity.
2.4 Experience value
The concept of tourist experience value evolved from customer value in tourism, focusing on the value customers gain from experiences (Wu et al., 2018). It integrates fundamental customer value features with interactive attributes, reflecting customers’ evaluations based on firsthand experiences of enterprise products and services (Berry et al., 2002). Experience value differs subtly from perceived value, being embodied, emphasizing active participation and authenticity grounded in bodily perceptions..
It is evident that, apart from exploring the connotation and dimensions, research on experience value primarily focuses on causality (Prebensen et al., 2013; Wu et al., 2018). Interactions, services, and management within the community (Chang and Wang, 2023), involving volunteers (Kim et al., 2022) and visitors (Barnes et al., 2020; Oriade and Schofield, 2019; Yrjölä et al., 2019), collectively contribute to the experiential value for tourists.
Drawing upon the existing scholarly corpus, experience value emerges as a pivotal construct in elucidating tourism behavior. From a collective lens, this research endeavors to delineate how the perception of experience value diverges when individuals engage in family travel with children, in contrast to their general travel experiences.
2.5 Visit intention
Visit intention serves as a pivotal determinant of tourists’ travel behavior, garnering significant scholarly attention in the tourism research domain. Within the framework of tourist decision-making research, factors encompassing tourism motivation, personal values, tourism knowledge, and tourism experience have been empirically demonstrated to have a substantial influence on visit intention. Elevated levels of tourist satisfaction are positively correlated with heightened future behavioral intentions, thereby enhancing the probability of actual travel, repeat visits, and other tourism-related behaviors (An et al., 2021; Baker and Crompton, 2000; Bieszk-Stolorz et al., 2021; Molinillo et al., 2018).
Drawing on the aforementioned scholarly literature, visit intention is conceptualized as the attitudinal predisposition of tourists when making decisions pertaining to tourism. This study operationalizes visit intention as the inclination of parents to engage in tourism activities with their minor children, coupled with the magnitude of effort they are willing to expend. This definition functions as a robust predictor of the probability of future travel behavior involving children.
3. Theoretical framework and hypotheses development
3.1 The relationship between motivation and involvement
Regarding the relationship between motivation and involvement, scholars usually conduct research from two levels. The first is the conceptual level. Motivation is considered as antecedents and mediators factors influencing involvement and identification in the process in the conceptual model of the involvement-identification-loyalty relationship (Iwasaki and Havitz, 2004). The Second is the dimension level. Divide the dimensions of tourism motivation and tourism involvement, and research the relationship between each dimension (Kim, 2008; Kyle et al., 2006).
Therefore, it is observable that the stronger tourists’ motivation is, the greater it contributes to heightening their level of involvement and prompts them to make active participation decisions. Based on the aforementioned conclusions, this study advances the following hypothesis:
H1: Motivation positively affects involvement.
3.2 The relationship between motivation and experience value
When tourists have a good travel experience, they think that their efforts are directly proportional to their gains, and they feel that this travel activity is valuable. Everyone’s travel motives are different, and the experience value will be different. Emotional motivations for novelty and enjoyment will affect the perceived value of tourists (Duman and Mattila, 2005). This effect is generally a significant positive effect (Prebensen et al., 2013). In the field of medical tourism research, researches have shown that there is a significant relationship between tourists’ tourism motivation and travel experience perception (Drinkert and Singh, 2017).
Accordingly, this study selects three dimensions: functional value, cognitive value, and emotional value, as measures of the experience value derived from traveling with children. Based on the aforementioned conclusions, this study advances the following hypothesis:
H2: Motivation positively affects experience value.
3.3 The relationship between motivation and visit intention
Consumer psychology believes that a person has a need under certain environmental stimuli and needs to generate purchasing motivation, and purchasing motivation stimulates people’s purchasing behavior. Motivation refers to the need to cause and prompt people to produce a certain behavior to achieve a certain goal (Dann, 1981). In marketing applications, marketers induce consumers’ purchase motivations to promote consumers’ purchases. Many scholars have verified that motivation significantly affects behavioral intentions (An and Han, 2018; Baloglu, 2000; Luo and Ye, 2020; Su et al., 2020; Waqas et al., 2021).
Therefore, motivation serves as the intrinsic catalyst for behavior. Through the examination of tourism motivation, the occurrence of tourism activities can be anticipated. Based on the aforementioned conclusions, this study advances the following hypothesis:
H3: Motivation positively affects visit intention.
3.4 The relationship between involvement and experience value
In the field of consumer economics, product involvement is considered to be an important factor affecting customer perceived value. Consumer involvement will affect perceived value by affecting perceived risk (Hong, 2015). In the field of tourism, involvement can affect tourists’ perception of the value of experience (Prebensen et al., 2013). Researches have shown that leisure involvement has a positive impact on tourism experience (Park et al., 2018).
Therefore, in the decision-making process, tourists traveling with children will endeavor to mitigate perceived risks in various manners to enhance their experience value. Based on the aforementioned conclusions, this study advances the following hypothesis:
H4: Involvement positively affects experience value.
3.5 The relationship between involvement and visit intention
According to the degree-of-involvement model, the antecedent of involvement is motivation, and the consequence of involvement is behavior (Flynn and Goldsmith, 1993). When consumers are shopping, a high degree of shopping involvement can promote shoppers’ willingness to stay and go shopping (Pradana et al., 2020; Suh and Youjae, 2006; Wakefield and Baker, 1998; Walters and Long, 2012).
Therefore, involvement serves as a critical factor that significantly impacts tourism behavior. Based on the aforementioned conclusions, this study advances the following hypothesis:
H5: Involvement positively affects visit intention.
3.6 The relationship between experience value and visit intention
Experience value will positively affect behavioral intention. Some researchers have found that experience value is positively correlated with retail store preference and future patronage intention (Mathwick et al., 2001). By introducing a satisfaction model, it can be verified that experiential value positively influences customer purchasing behavior (Eggert and Ulaga, 2002).
Therefore, a favorable perception of the value of the tourism experience will enhance tourists’ behavioral intentions, including visiting, revisiting, and recommending. Based on the aforementioned conclusions, this study advances the following hypothesis:
H6: Experience value positively affects visit intention.
Drawing upon the aforementioned six hypotheses, the current investigation advances a conceptual framework, depicted in Figure 1.
Research framework.
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
4. Research design and methodology
4.1 Questionnaire development
The present study underscores the significant influence of preschool and school-aged children on family leisure consumption patterns, motivating parents to invest considerably more time and energy in familial pursuits. Notably, as children progress into the school-aged bracket, education assumes a paramount position, with tourism emerging as a crucial avenue for children to broaden their horizons and discover the world. Consequently, this research primarily focuses on households with preschoolers (aged 4–6) and school-aged children (aged 7–12) as the primary subjects of investigation..
The questionnaire was structured into three distinct sections. The initial segment served as a screening mechanism, aimed at identifying individuals who possessed the intention to engage in food tourism factory visits with preschool-aged children (4–6 years old) and school-aged children (7–12 years old) within the subsequent year, and to proceed with the questionnaire accordingly. The second section captured fundamental demographic information, encompassing the gender of respondents, the age range of the accompanying children, the total number of children, the anticipated frequency of tourism activities, and the type of tourism group planned. The final section constituted the research scale, encompassing variables pertaining to motivation, involvement, experience value and visit intention.
The scale utilized in this study employed a 5-point Likert scale, where 1 signified strong disagreement, 2 denoted disagreement, 3 reflected neutrality or uncertainty, 4 concurred with agreement, and 5 indicated strong agreement. The questionnaire adopted scales that have been well-established in prior research and were suitably modified to align with the specific parameters of this investigation, as detailed in Table 1. The research questionnaire was crafted and disseminated via an online format for ease of accessibility and data collection.
Measure items of the research questionnaire
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
4.2 Sample and data collection
Data collection for this study was conducted among a sample of Chinese family tourists between June 1 and August 10, 2023. Out of the 602 questionnaires distributed, those containing evident errors, incompleteness, or missing information were excluded from further analysis. Ultimately, 578 valid questionnaires were retained, achieving a valid response rate of 96%. The screening criteria adhered to the following guidelines: questionnaires indicating no travel plans in the coming year were discarded, and those with identical answers to every question were also eliminated. For the remaining valid questionnaires, individual Excel files were created, and statistical software packages such as SPSS 27.0 and AMOS 27.0 were employed as the primary tools for data analysis.
Table 2 presents a summary of the descriptive statistics pertaining to the sample. Among the participants, 178 (30.80%) were male, while 400 (69.20%) were female. The majority of respondents (61.76%) indicated that they had visited food tourism factories with children aged between 7 and 12 years. Furthermore, 93.60% of the respondents reported having one or two children. With regard to the frequency of travel, the most common occurrence was 1-2 visits per year, accounting for 80.28% of the total. Regarding the types of travel arrangements for food tourism industry visits with children, the combinations involving parents and children were diverse, with relatively fewer instances of pure “mother and child/children” or “father and child/children” configurations.
Demographic profile of sample (N=578)
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
5. Research results
5.1 Reliability, validity, and discriminant analysis
To assess the consistency of the questionnaire’s research variables across measurement items, a reliability analysis utilizing Cronbach’s Alpha coefficient was performed. As evidenced in Table 3, the reliability of each dimension and the overall dimension exceeded 0.8, suggesting a relatively high level of reliability for the questionnaire data. Prior to embarking on the factor analysis, the correlation matrix’s factorability was validated through two statistical tests: Bartlett’s Test of Sphericity (BTS), yielding a value of 12983.384 (P<0.000), and the Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy, with a score of 0.924. These results confirmed the appropriateness of applying Exploratory Factor Analysis (EFA) to the dataset.
Reliability and validity analysis.
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
The factor structure for the confirmatory tests was derived from an EFA with the VARIMAX orthogonal rotation method (Dagger et al. 2007). It can be seen that a total of 11 factors were obtained from the factor analysis results. The commonality values corresponding to all research items are higher than 0.4, which means that there is a strong correlation between the research items and factors, and the factors can effectively extract information.
The overall fit of the measurement models was adequate. CMIN/DF is 1.079, which is lower than 3; GFI (0.959), NFI (0.956), RFI (0.948), and IFI (0.997) are all higher than 0.9; RMR is 0.024, which is less than 0.08; RMSEA is 0.012, which is less than 0.08. This study analyzed the CR (Construct Reliability) and the AVE (Average Variance Extracted) values to analyze the convergent validity of each variable. As shown in Table 3, the AVE values corresponding to all variables are greater than 0.5, and the CR values are all greater than 0.7 (Fornell and Larcker, 1981), which means that the data analyzed in this analysis has good convergent and convergent validity.
In the current study, the AVE method was employed as a rigorous approach to assess the discriminant validity. Specifically, this evaluation was based on the criterion that the square root of the AVE for a given factor must exceed the absolute value of the correlation coefficient between that factor and all other factors. As presented in Table 4, the satisfaction of this criterion for all factors indicates that the discriminant validity of the measurement model is adequate.
Discriminant analysis.
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
5.2 Hypothesis testing
This study uses the maximum likelihood method in AMOS 27.0 for estimation. The overall fit of the measurement models was adequate. CMIN/DF is 1.270, which is lower than 3; TLI (0.986), IFI (0.980), and CFI (0.988) are all higher than 0.9; RMR is 0.043, which is less than 0.08; RMSEA is 0.022, which is less than 0.08.
As shown in Figure 2, H1, H2, H4, H5 and H6 are all supported, but H3 is not supported. That is, motivation positively affects involvement, motivation positively affects experience value, involvement positively affects experience value, involvement positively affects visit intention and experience value positively affects visit intention. But tourism motivation does not positively affect visit intention. It is worth noting that self-expression does not positively affect emotional value and functional value does not positively affect visit intention.
Results of research model. *P<0.05, **P<0.01, ***P<0.001.
Citation: International Food and Agribusiness Management Review 28, 4 (2025) ; 10.22434/ifamr.1113
6. Discussion
The theory of value co-creation emphasizes positive interaction and cooperation between consumers and producers to jointly create personalized experiences and value. In the context of traveling food industry with children, this co-creation process is particularly important. On the basis of previous research, the key content of this study is to construct a framework that outlines the impact mechanisms and structural relationships between motivation, involvement, experience value, and visit intention. Through research, it has been found that children’s travel motivation does not have a direct positive impact on their willingness to visit, but through involvement and experience value, it can indirectly affect the willingness of children to visit. The specific conclusion is as follows:
Firstly, this study shows that motivation positively affects involvement, thus providing support for H1. These results are consistent with previous researches (Kyle et al., 2006). This research indicates that a robust motivation among travelers with children is conducive to enhancing their involvement, thereby promoting more proactive participation decisions. Furthermore, motivation exerts a positive influence on diverse aspects of involvement, albeit to varying degrees. Notably, travelers with children tend to prioritize attractiveness and self-expression, reaffirming the perception that traveling with children is conducive to familial development and personal fulfillment.
Secondly, this study shows that motivation positively affects experience value, thus providing support for H2. These results are consistent with previous researches (Duman and Mattila, 2005; Jeong, 2021; Prebensen et al., 2013). Individual motivation emerges as a pivotal factor in shaping value perception, and its influence is modulated by the heterogeneity of motivations. Consequently, it is anticipated that experience value will exhibit variation across individuals. Furthermore, motivation exerts a positive influence on each dimension of experience value, albeit to varying degrees. Notably, travelers with children tend to prioritize cognitive and emotional values, reflecting the dual aims of educational and emotional enrichment when traveling with children.
Thirdly, this study does not show that motivation positively affects visit intention, thus providing unsupported for H3. Not all motivations will positively affects behavioral intention (Su et al., 2020; Joo, 2021). In practical contexts, consumer purchasing behavior is seldom solely attributed to a single motive. Rather, it is often propelled by a multifaceted array of motivations, encompassing both conscious and unconscious factors. Among these motivations, some serve to stimulate purchase behavior, while others may inhibit it. The present study’s findings validate that the motivation behind traveling with children, examined from a group perspective, constitutes a complex motivational system. Consequently, it is imperative to acknowledge that not all motivations exert a positive influence on behavioral intentions.
Fourthly, this study shows that involvement positively affects experience value, thus providing support for H4. These results are consistent with previous researches (Park et al., 2018; Prebensen et al., 2013). The present study elucidates that as involvement intensifies among travelers accompanied by children, there is a corresponding augmentation in the perception that the tourist destination will gratify their aspirations for pleasure and happiness, in addition to offering educational value. It is crucial to highlight that each dimension of involvement exerts a distinct influence on various facets of experience value. Notably, self-expression does not confer a positive effect on emotional value. Instead, self-expression pertains to tourists’ quest for self-awareness and self-worth during tourism endeavors. This suggests that in the context of group tourism, particularly when traveling with children, individual self-expression does not significantly contribute to the group’s emotional dynamics.
Fifthly, this study shows that involvement positively affects visit intention, thus providing support for H5. These results are consistent with previous researches (Suh and Youjae, 2006). The study demonstrates that an elevated level of involvement during travel with children positively correlates with parents’ propensity to engage in tourism activities with their offspring and the degree of effort they are willing to expend. Each facet of involvement exerts a favorable influence on visit intention, albeit with varying degrees of impact across dimensions. Notably, attractiveness emerges as the most significant determinant of visit intention, underscoring the pivotal role of tourists’ interest in the destination.
Sixthly, this study shows that experience value positively affects visit intention, thus providing support for H6. These results are consistent with previous researches (Joo, 2021). A positive perception of the experience value ascribed to traveling with children augments the probability of such travel endeavors. Specifically, cognitive and emotional values exhibit a beneficial influence on visit intention, whereas functional value does not contribute to a positive effect. This suggests that the dual primary objectives of traveling with children are to foster the parent-child bond and facilitate parent-child education (Chesworth, 2003; Shaw and Dawson, 2001).
6.1 Theoretical implication
Firstly, this study unveils the impact of motivation on the negative behavior of travelers with children in food tourism industry from a group perspective and value co-creation theory, marking a significant shift in the research on traveling with children. Prior research has established that motivation exerts a positive influence on individual behavior. However, this paper, adopting a group-oriented perspective, reveals that motivation does not consistently translate into positive behavioral outcomes. It demonstrates that not all motivations elicit behavioral responses, as motivation constitutes a complex system, particularly within the context of group dynamics. Therefore, this paper theoretically contributes to enriching motivation theory and advancing the comprehension of motivational behavior. Furthermore, it lays a solid theoretical foundation for investigating traveling with children from a group-based perspective.
Secondly, this study introduces the theory of involvement to shed new light on the consumption behavior associated with traveling food tourism industry with children. Given the multigenerational consumption perspectives and emotional factors like parental concerns in the emerging tourism market, traditional rational consumption models may be insufficient. The introduction of involvement theory is viewed as an opportune approach. The findings suggest that involvement not only manifests as behavior but also mirrors tourists’ level of consumption and experience in tourism activities.
Thirdly, the research confirms that traveling to food tourism factories with children primarily aims to foster parent-child relationships and educational experiences. Cognitive perceptions and emotional values gained during the trip greatly influence travel intentions. The study emphasizes that traveling food tourism industry with children diverges from traditional sightseeing tourism, where cognitive and emotional factors are pivotal in shaping travel experiences.
6.2 Practical implication
In the realm of the experience economy, travelers with children seek not merely tourism products but an exquisite, holistic purchasing experience that encompasses the environment, service, and emotional engagement. For food tourism factories, the development of differentiated parent-child experience activities that trigger behavioral intentions is paramount for the formulation of effective marketing strategies.
Firstly, there is a pressing need to augment involvement. This research underscores that travelers with children prioritize attractiveness and self-expression, viewing travel as a cornerstone for familial growth and personal fulfillment. Consequently, food tourism factories must prioritize elevating tourists’ interest and fostering self-realization. Customizing marketing strategies to various types and dimensions of tourism involvement is imperative for expanding market share and enhancing competitiveness in the parent-child travel segment. This approach will further contribute to heightened tourist satisfaction and profitability, thereby advancing the holistic development of travel experiences encompassing children.
Secondly, actively diversifying the functionalities of tourism products is paramount. The research underscores the significant influence of cognitive and emotional values on visit intentions. Therefore, food tourism factories must prioritize these needs by developing products that facilitate parent-child interactions, educational opportunities, and enriching experiences. Introducing a broader array of family-oriented tourism activities and experiences can strengthen the bond between parents and children, enhance children’s cognitive development, and support their holistic growth.
Thirdly, there is an imperative need to comprehensively enhance the quality of the tourism experience. In the decision-making process, tourists with children in food tourism industry utilize various strategies to reduce perceived risks and maximize the experience value. This research highlights that a heightened level of parent-child involvement in tourism correlates with stronger beliefs in a destination’s capacity to fulfill desires for pleasure, happiness, and educational enrichment. Consequently, food tourism factories should focus on enhancing the environmental aspects of tourist destinations to create a parent-child-friendly atmosphere. Moreover, the enhancement of food safety management is essential for food tourism industry to establish a secure and enjoyable environment for families traveling with children (Li et al., 2020). Through agricultural experience activities in traveling with children, parents can impart food safety knowledge to children, such as understanding and preventing issues related to pesticide residues and food additives. This helps children establish correct food safety concepts from a young age and form good eating habits.
7. Limitations and directions for future research
Firstly, there exists a pressing need for a more profound examination of motivations when traveling with children from a collective perspective. The current study did not delve deeply into the role of diverse motivations in traveling with children. Consequently, future research should prioritize the exploration of specific motivations, thereby fostering a more comprehensive comprehension of this facet.
Secondly, in regard to the selection of mediating variables, this study utilized structural equation modeling to establish tourism involvement and experience value. For future research, it is advisable to consider identifying alternative potential mediating variables, such as family intimacy and family interaction, to further scrutinize their influence on behavioral intentions when traveling with children. This approach would contribute to a more nuanced understanding of the underlying dynamics.
Acknowledgements
This study was supported by the Social Sciences Foundation of Anhui Province in China (NO. SK2021A0744). The interpretations, conclusions, and recommendations, however, are the authors’ and do not necessarily represent the positions of the institution. No conflict of interest exists in the submission of this manuscript, and the manuscript is approved by all authors for publication.
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