Towards a cognitive framework for marketing grandtravel: A means-end chain approach

Guojie Zhang, Hyewon Youn, Jong-Hyeong Kim, Jiantao Guan, College of International Tourism and Public Administration, Hainan University, Faculty of International Tourism and Management, City University of Macau, School of Community Resources and Development, Watts College of Public Service and Community, Arizona State University, HNU-ASU Joint International College, Hainan University, South China University of Technology

Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries

Published online on October 08, 2025

Abstract

Journal of Vacation Marketing, Ahead of Print.
Despite the growing market for grandtravel (grandparent–grandchild travel) within the field of senior tourism, research remains limited on the behavior of grandparents who engage in grandtravel across diverse tourist destinations. Adopting a means-end ...