The absence of children in tourism research has been identified by past scholars but the rising attention on Asians consumers in tourism has also implied that the voices of Chinese children need to be heard. This study triangulates 14 young Malaysian Chinese children’s drawings of their favorite family holidays with open-ended interview questions. The drawings were analyzed using the five thematic levels according to a model of analysis of children’s drawings. Findings revealed the collectivistic Confucian value of family and education during family vacations, but also highlight what Chinese children conceptualized as fun holiday activities. A number of suggestions are provided for future research and for tourism practitioners to provide memorable holiday experiences for their young travelers. © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.
- Family tourism