| dc.description.abstract | This study assessed the role of family decision makers in participating in a festival according to five
stages of festival participation. A survey process was conducted using two sampling groups: the sample
for families with children and the sample for families without children. According to the results of the
study, a number of marketing implications were generated. For example, the husband was revealed to
more actively join transportation-related activities including driving, deciding travel routes, automobile
safety checks, and filling up with gasoline. The wife was a strong decision maker in selecting restaurants
or menus in the festival tourism management process. Likewise, the role of the wife is very significant,
from suggesting the festival participation at the first stage to determining a revisit to the festival at the
last stage. However, the children or joint decision-making patterns were not distinctive as they are said
to be in other tourism literature. Findings of the study are expected to offer valuable insights for all
festival stakeholders including festival vendors, local government, local residents, and festival
organizers. | vi |
