Aprendizaje significativo

The starting point for understanding the vacation for families with adolescents is understanding identity. For families this is complex because, as argued by Epp

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and Price (2008), identity within a family exists at three levels: the collective family level, the relational level (more than one family member, fewer than the whole family), and at the individual level. All three levels impact how families make consumption choices and interact with the marketplace and conversely consumption is a means for individuals to construct and develop their identities (Cova & Cova, 2014).

At the individual level, identity is multi-faceted as individuals have different identities depending on the situation they are in and the roles they are fulfilling. In addition, identity roles may have different levels of salience and there may be different levels of commitment to each role. This can lead to some degree of conflict between each identity role. Referencing practices such as the use of ‘I’ statements can assist in identifying individual identity. The issues associated with individual identity extend to both relational and family level identities. With referencing statements such as ‘we’ being used to assist in identification at these levels. In addition, at the relational and family identity levels there may be differences in how individual family members perceive their collective identity (Epp & Price, 2008). These factors are compounded in families with adolescents, as not only do the different levels of identity and their associated complexities exist, but adolescent identity is developing and maturing, which may result in changing family dynamics (Decrop, 2005; Kwak, 2003). This, together with the family vacation representing a period of time in which the family spends large amounts of time together, means that changing family dynamics and different identity roles and levels influence vacation decision making and the outcomes of these decisions.

Identity is central to consumer culture research because of the effect identity has on the consumption of products, services and experiences (Bond & Falk, 2013). When consumers make consumption decisions they mostly choose products and services that reinforce and/or enhance their identity. This is particularly so for non- essential products, services and experiences, such as vacations. That is, the higher the congruence the greater the motivation to consume a product/service and the greater the likely satisfaction with the outcome (Hung & Petrick, 2010; Litvin & Kar, 2004; Onkvisit & Shaw, 1987). A large proportion of studies examining

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congruence and vacations focus on destination congruence. Yet it is proposed, due to the multiple levels of identity within a family and the multiple decision making points throughout the family vacation, that congruence applies as much to each of the vacation decisions and experiences as it does to the destination. For families with adolescents, this is of particular relevance due to the different, changing and developing identities within the family. These differing identities can lead to different motives, levels of satisfaction and levels of congruence both between family members and at different points throughout the vacation. As depicted in Figure 3.1, it is proposed that identity is critical to understanding the consumption of the vacation. Moreover, a central facet of consumer culture research is that the consumption object is meaningful to the consumers (Arnould & Thompson, 2005; Nairn et al., 2008). Vacations are consumed by all family members on vacation and therefore it is proposed:

Proposition 1 (P1): Identity, for the family with adolescents, exists at three levels, is dynamic, and critical to understanding family vacation decision making.

3.4.2. Vacation Motives

Interrelated with identity are motives. Motives, in the most part, lead to behaviour (Crompton, 1992; Ryan, 1998). As illustrated in Figure 3.1, family motives may directly affect decision making if the decision is an individual decision, or if everyone involved in the decision (whole family or relationship group) has the same motivation. Alternatively, when this is not the case, motives indirectly affect decision making though the use of influence strategies.

Despite the development of a number of motivational frameworks to understand tourism motivations, each framework has limitations. The conceptual framework proposed in this study through its CCT orientation focuses on the interaction of motives and identity. While identity may not explain motivation in its entirety, identity related motivations have become increasingly recognised as fundamental to the tourist experience (Bond & Falk, 2013; Moscardo et al., 2014). Moreover, the relationship between motivation and identity is demonstrated both

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through the framework proposed by Bond and Falk (2013) (see Section 2.4) and through the correlations between the non-identity based motivational frameworks and the discussion on identity in Section 2.3. For example, the highest level on the Travel Career Ladder proposed by Pearce (1982) relates to self-actualisation needs, which is related to a mature identity (self-concept) (Ryan, 1998). Similarly, the temporal motive to improve self-esteem or explore self are directly related to individuals seeking experiences that enhance their identity.

Motives, like identity, can be at an individual, relational and/or family level and are both situation and role dependent. Family members have different degrees of salience and commitment to motives based on identity roles. Vacation motives are many and varied. They can, however, be classified into two typologies - temporal or goal orientated motives (Decrop, 2006). Temporal motives include to escape, to improve self-esteem and to get away. Goal orientated motives include to do new things, and to have fun. Due to the number of people in a family and the multi-faceted nature of identities, family members do not always have the same motives. This can result in family members experiencing both different levels of congruence with vacation experiences and the vacation as a whole, as well as interpersonal incongruence between family members (Bond & Falk, 2013; Decrop, 2006; Schänzel, 2010b).

Previous research has demonstrated that for families with young children, there are often disparities in motives between generations. For example, young children are more likely to be motivated to ‘have fun’ on vacations whereas their parents are more likely to be motivated to relax or escape (Bakir & Baxter, 2011; Carr, 2006; Schänzel, 2010b). When discussing adolescents, the differences in motives between generations are not as clear, due to the adolescent’s developing identity, and the adolescent transitioning from child to adult (Carr, 2011; Drenten, 2013; Kwak, 2003; Nurmi et al., 1994). This may result in adolescents developing motives that they previously did not have and adolescents being motivated to experience and consume products and services that craft their developing individual identity. The increased involvement of adolescents in family decision making (when compared with younger children) can lead to an increase in interpersonal

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incongruence and the increased use of influence strategies to affect family decision making. This may result in both increasing levels of family conflict and/or the need for family members to compromise to keep harmonious relationships (Bakir & Baxter, 2011; Carr, 2011; Gram, 2007).

Compromise and sacrifice are important to family vacations because of the number of people with different identities and motives involved in decision making, as well as the motive of families to strengthen family bonds and relationships while on vacation. Due to the love and dependence family members have for each other, family motives differ from the motives of other groups on vacation. To strengthen family relationships and bonds, family members may be motivated to both compromise, make sacrifices and/or agree to a decision that does not enhance their own identity but enhances another family member’s identity or the collective family identity (Martens et al., 2004; Therkelsen, 2010). It is therefore proposed that:

Proposition 2a (P2a): The multi-faceted nature of identity leads to different motives within and between family members, and differing degrees of salience and commitment to those motives.

Proposition 2b (P2b): Motives directly affect vacation decision making when the family or family members have the power or ability to do so.