The Role of Dyadic Cohesion on Secure Attachment Style toward Marital Satisfaction: A Dyadic Analysis on Couple Vacation Decision

Consumer decision-making studies has been largely investigated within the context of tourism marketing, however research on couples’ vacation decision making remains partially understood. Studies have noted that secure attachment is associated with romantic relationship, influencing couples’ decision-making process. This paper aims to examine the effect of secure attachment on marital satisfaction through dyadic cohesion. As many as 202 couples participated in this study. Data were analyzed using dyadic analysis. The findings reveal that dyadic cohesion has a significant role in mediating secure attachment toward marital satisfaction. This suggest that attachment theory could complement resource theory in understanding couples’ vacation decisions.