Due to the low birth rate in our current modern society, the family travel market is set to boom, therefore the family travel plan become extremely important. With appropriate travel offerings that meet parent's want and need, it can create substantial and significant revenue. By adapting the soft ladder approach of the Means-End hierarchies, this research interviewed forty people who had participated family vacation packages within the past two years to explore and examine the connections between the attributes of consumer's travel plan and the expectation, value of the trip so that the requirement and desire of family travel can be fully understand. Based on the data analysis of the interview response, this research acquires six family travel attributes as: the theme of the itinerary, the hotel accommodation arrangement, the convenience of transportation arrangements. the narrator of guide tour, the dietary arrangements and the safety of the trip. The hierarchical consequence map including: learning about different historical backgrounds/local culture/dietary characteristics, increasing family interaction time, cultivating children's interpersonal skills pertaining to relationships, stress relief (work/ travels), increasing the interest of learning and self-confidence, economically value for money and gaining multiple experiences. The hierarchical value map including: increasing the intimacy between the parents and the children, creating good memories between the parents and children, increasing the euphoric feelings between husbands and their wives, parents have an increase sense of relaxation, continuing the growth of love, the significance with the application of education. This research reveals that in the travel attributes, the parents consider sequentially: the theme of the itinerary, the convenience of transportation arrangements, the hotel accommodation arrangement, the safety of the trip and the last is the narrator of guide tour. In the consequence hierarchy, the parents concern learning about the different historical backgrounds/local culture/dietary characteristics, stress relief (work/ travels), increasing the interest of learning and self-confidence, increasing family interaction time, gaining multiple experiences, economically value for money and finally, cultivating children's interpersonal skills pertaining to relationships. In the travel hierarchical value map, parents emphasize in order the significance with the application of education, creating good memories between the parents and children, parents have an increase sense of relaxation, increasing the intimacy between the parents and the children, continuing the growth of love and then increasing the euphoric feelings between husbands and their wives. The results of this research conclude: The three most important things that parents value include: 1. The path with regards to the value on education: Parents pay great attention to the benefits of ＂education and pleasure＂ during their planning, parents believe that they will be taking their children along with them to travel, in order to increase their children's exposure and in developing their vision. 2. The path to facilitate the relaxation of parent: Parents are generally busy with their families and their workplaces, so they also want to be able to relax during their travel. 3. The path in creating good memories together: Parents who travel with their children create a positive opportunity and make closer relations. The interaction between the parents and their children during the trip become a beautiful memory of the families. The results of this study is to provide accurate information of consumer's need and want businesses when it comes to organize family travel product and set the right marketing strategy.