Young children's vacation experience: Through the eyes of parents

The travel industry has witnessed remarkable development of the children's market in recent decades; however, relevant academic research remains scarce, especially with younger children. By adopting a netnographic approach, this study explores young children's (0–4 years old) holiday experiences through the eyes of their parents. Research findings revealed parents' preferred types of destinations for family vacations. Two broad themes were identified from analyses of parents' accounts: enjoyment of nature and social development. Findings are discussed in the context of relevant literature, and industry recommendations are provided.