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Grandtravel, or trips that grandparents and their grandchildren take together with or without the middle generation, is becoming increasingly popular, especially in China. Few studies have explored this emerging trend in the family tourism market. Using a mixed methods design based on the theory of planned behavior, this study investigated the perceived benefits and risks involved in grandtravel and their impact on attitudes toward grandtravel and travel intentions. Findings revealed a five-dimensional structure for the benefits (feeling welcomed, emotional closeness, sympathetic understanding, escapism, and experiential learning) and risks (financial, health, physical, performance, and technology risks). Attitudes toward grandtravel, behavioral control, and subjective norms significantly affected grandparents’ travel intentions. These study findings offer valuable insights to destination managers and marketers.
Youn et al. (Sat,) studied this question.