Families have been traveling for vacations for decades, with the motive to have fun and enjoy themselves. However academic literature has sparsely delved into the meaning of fun and examined its components. This study examined the concept of fun in a family vacation context. Specifically it aimed to understand if fun led to increased collective family on-the-spot behavior, which, in turn led to increased life satisfaction and greater identification with the collective identity of the family in terms of values and beliefs. The study also investigated whether fun can directly influence life satisfaction and family identity. A quantitative approach using a survey is was employed in this study. The results of the study suggested that when it came to family vacation travelers, destination managers should focus on aspects of fun that lead to greater familial togetherness and life satisfaction. By catering to the needs of the family to bond and feel togetherness, destination managers can likely benefit from higher customer satisfaction and possibly more future loyalty from the families that travel for a vacation
