Me, My Girls, and the Ideal Hotel: Segmenting Motivations of the Girlfriend Getaway Market Using Fuzzy C-Medoids for Fuzzy Data

C. Khoo, G. Prayag, M. Disegna

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)

Abstract

Segmenting the motivation of travelers using the push and pull framework remains ubiquitous in tourism. This study segments the girlfriend getaway (GGA) market on motivation (push) and accommodation (pull) attributes and identifies relationships between these factors. Using a relatively novel clustering algorithm, the Fuzzy C-Medoids clustering for fuzzy data (FCM-FD), on a sample of 749 women travelers, three segments (Socializers, Enjoyers, and Rejoicers) are uncovered. The results of a multinomial fractional model show relationships between the clusters of motivation and accommodation attributes as well as sociodemographic characteristics. The research highlights the importance of using a gendered perspective in applying well established motivation models such as the push and pull framework. The findings have implications for both destination and accommodation management. © The Author(s) 2018.
Original languageEnglish
Pages (from-to)774-792
Number of pages19
JournalJournal of Travel Research
Volume58
Issue number5
DOIs
Publication statusPublished - 2019
Externally publishedYes

Keywords

  • accommodation
  • fuzzy clustering
  • motivation
  • multinomial fractional model
  • segmentation
  • women travel
  • cluster analysis
  • data set
  • fuzzy mathematics
  • travel behavior
  • womens status

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