Accommodation Preferences of the Girlfriend Getaway Market: Self-Image, Satisfaction and Loyalty (2015)
Type of ContentConference Contributions - Published
PublisherUniversity of Canterbury. Management, Marketing, and Entrepreneurship
The study aims at identifying the dimensions of accommodation and service of importance to the girlfriend getaway (GGA) market and their relationship with self-image, satisfaction and loyalty. Analysis of data from 540 women travellers who participated in a GGA in Malaysia revealed eight dimensions of accommodation preferences such as Room Amenities, Safety, and Room Design and Decoration, among others. Not all accommodation dimensions predicted self-image, satisfaction and loyalty. In fact, self-image and satisfaction were stronger predictors of loyalty than accommodation dimensions. Theoretical and managerial implications are offered.
CitationKhoo-Lattimore, C., Prayag, G. (2015) Accommodation Preferences of the Girlfriend Getaway Market: Self-Image, Satisfaction and Loyalty. Auckland, New Zealand: 13th Asia Pacific Council on Hotel Restaurant and Institutional Education Conference (APCHRIE), 10-13 Jun 2015.
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Keywordsself-image; women; girlfriend getaway; satisfaction; Asia
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3508 - Tourism::350806 - Tourist behaviour and visitor experience
15 - Commerce, Management, Tourism and Services::1505 - Marketing::150503 - Marketing Management (incl. Strategy and Customer Relations)
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