Accommodation preferences of the girlfriend getaway market in Malaysia: Self-image, satisfaction and loyalty

Purpose: This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty. Design/methodology/approach: Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty. Findings: A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests. Practical implications: The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market. Originality/value: This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia. © 2016, © Emerald Group Publishing Limited.