Grandparents' perceptions, attitudes, and behavioural intention towards a skip-gen family vacation

Skip-gen travel, where grandparents travel with their grandchildren without the middle generation (i.e. the parents), has become a growing trend in tourism. However, the underlying factors and mechanisms driving grandparents' travel intentions remain largely unexplored. This study aims to examine grandparents' perceptions of skip-gen travel and the behavioural consequences of those perceptions. Using a two-stage mixed-method approach, the study identified a three-dimensional structure for personal values (well-being, seise the day, and family orientation) and beliefs about the positive outcomes of skip-gen travel (emotional solidarity, experiential learning, and relaxation). A quantitative analysis grounded in value-belief-norm theory and the theory of planned behaviour revealed causal links between personal values, beliefs, attitudes, subjective norms, behavioural control, and travel intentions. Additionally, the study found that gender moderates the influence of attitude, subjective norms, and behavioural control on travel intentions. The findings offer valuable insights for destination managers and marketers seeking to attract skip-gen travellers.