Özet:

Today family holiday market a gradually increasing market constitutes around one third of holiday market Therefore it is needed more and clear information related to vacation decisions of this part of holiday market The purpose of this research conducted on market of family vacation is to reveal in what degrees the members of nuclear family influence the decisions of family vacation A research was conducted on families coming to Antalya for holiday in July August in 2008 through convenience sampling method As a result of face to face interview with families waiting at the airport 574 useable questionnaires were collected As a result of the study the most influential member of family on family vacation decisions was specifically determined to be the mother Mother was found to be dominant in the decisions of the emergence of the need for vacation collection of vacation information the choice of destination and accommodation facilities and the determination of the pleasure of vacation Moreover she acted jointly with father in the decisions of the time of vacation the duration of vacation the determination of vacation activities and taking a vacation or not These results clearly indicated that destination and tourism establishments must focus on mothers in marketing activities especially promotion Keywords: Tourism marketing Market segmentation Family vacation

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