Linking culture and family travel behaviour from generativity theory perspective: A case of confucian culture and Chinese family travel behaviour

Travel is the best education. However, few studies have investigated the impact of parents' generativity on family travel behaviour in a cultural context, particularly in the burgeoning Chinese market. This study constructs a research model based on generativity theory to capture the relationship between Confucian culture and parental concern for children, parental self-efficacy, motivation, engagement, and psychological well-being. Data are collected from 454 parents traveling with their children to the world heritage sites of Luoyang, China. Results suggest that Confucian culture positively influences parents' generativity, which further drives their motive for children's education and forms their psychological well-being. This study improves the understanding of Chinese family travellers' behaviour and presents management and marketing implications.