The girlfriend getaway market: Segmenting accommodation and service preferences

C. Khoo; G. Prayag

doi:10.1016/j.ijhm.2014.12.003

The girlfriend getaway market: Segmenting accommodation and service preferences

C. Khoo
, G. Prayag

Research output: Contribution to journal › Article › peer-review

54 Citations (Scopus)

Abstract

The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested. © 2014 Published by Elsevier Ltd.

Original language	English
Pages (from-to)	99-108
Number of pages	10
Journal	International Journal of Hospitality Management
Volume	45
DOIs	https://doi.org/10.1016/j.ijhm.2014.12.003
Publication status	Published - 2015
Externally published	Yes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 5 Gender Equality
SDG 8 Decent Work and Economic Growth

Keywords

Female
Girlfriend getaway
Hospitality
Hotel attributes
Malaysia
Segmentation
Women

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10.1016/j.ijhm.2014.12.003

https://www.scopus.com/inward/record.uri?eid=2-s2.0-84919935462&doi=10.1016%2fj.ijhm.2014.12.003&partnerID=40&md5=2fef93cbea1da2ab27956c271861daf6

Cite this

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title = "The girlfriend getaway market: Segmenting accommodation and service preferences",

abstract = "The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested. {\textcopyright} 2014 Published by Elsevier Ltd.",

keywords = "Female, Girlfriend getaway, Hospitality, Hotel attributes, Malaysia, Segmentation, Women",

author = "C. Khoo and G. Prayag",

note = "Cited By :32 Export Date: 27 March 2022 CODEN: IJHMD Correspondence Address: Khoo-Lattimore, C.; Department of Tourism, Sport and Hotel Management, Griffith Business School, Griffith University, 170 Kessels Road, Australia Funding text 1: This manuscript was prepared during scholarship funded by The Bureau of Educational and Cultural Affairs of the United States Department of State ; and the Malaysian-American Commission on Educational Exchange under the Fulbright Visiting Scholar Award.",

year = "2015",

doi = "10.1016/j.ijhm.2014.12.003",

language = "English",

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T1 - The girlfriend getaway market: Segmenting accommodation and service preferences

AU - Khoo, C.

AU - Prayag, G.

N1 - Cited By :32 Export Date: 27 March 2022 CODEN: IJHMD Correspondence Address: Khoo-Lattimore, C.; Department of Tourism, Sport and Hotel Management, Griffith Business School, Griffith University, 170 Kessels Road, Australia Funding text 1: This manuscript was prepared during scholarship funded by The Bureau of Educational and Cultural Affairs of the United States Department of State ; and the Malaysian-American Commission on Educational Exchange under the Fulbright Visiting Scholar Award.

PY - 2015

Y1 - 2015

N2 - The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested. © 2014 Published by Elsevier Ltd.

AB - The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested. © 2014 Published by Elsevier Ltd.

KW - Female

KW - Girlfriend getaway

KW - Hospitality

KW - Hotel attributes

KW - Malaysia

KW - Segmentation

KW - Women

U2 - 10.1016/j.ijhm.2014.12.003

DO - 10.1016/j.ijhm.2014.12.003

M3 - Article

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VL - 45

SP - 99

EP - 108

JO - International Journal of Hospitality Management

JF - International Journal of Hospitality Management

ER -

The girlfriend getaway market: Segmenting accommodation and service preferences

Abstract

UN SDGs

Keywords

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