JOURNAL OF VACATION MARKETING, vol.28, no.4, pp.387-405, 2022 (SSCI)
Despite the increasing popularity of family travels and the importance of the daily local tours in the sharing economy, there is no research combining both and it is still very much lacking. Hence, this paper seeks to explore family experiences of the daily local-guided tours offered on a sharing economy platform, Withlocals, utilizing online narratives. To attain this aim, this study applies netnography approach and involves a total of 867 family experience reviews. As a result of the analysis, eight components revealed: local guides' attributes, awe, learning, memorable, child-friendly activities, engaging tour members, family-friendly tips, and novelty. The outcomes serve as indicators for local guides in addressing the essentials and expectations in family local-guided experience. As well as having practical implications, the results yield valuable theoretical insights for family tourism literature by opening a new door for future studies.