Postmodern Family Tourism at Legoland

Qualitative data were gathered from 35 families visiting the Legoland tourist attraction in Billund, Denmark. Analysis employed a framework based upon established “push” and “pull” factors for tourism and leisure, but also took intxdo account sociological changes in family structure and process. It was found that parents did not respond to Legoland as tourists might be expected to do, and that children mainly experienced the attraction as an isolated leisure opportunity. All of the families interviewed were essentially “modern” and “nuclear” in outlook, although there was some evidence of postmodern attitudes and stresses. Relatively few single parent families, and no phenomena comparable with “Disneyland dads” were encountered, implying that Legoland preferentially attracts families of a certain type and outlook. The findings are discussed in terms of the light they throw on families' experience of tourism and for their implications for developing and marketing attractions of this kind.