Understanding Asian and Western Women on Girlfriend Getaways: The Relationship between Motivation and Accommodation Performance

The main objective of this study is to examine the relationship between motivation and accommodation performance of both Western and Asian women who have been on girlfriend getaways (GGAs). Using nationality and ethnicity as proxies to understand cultural differences, 749 women were surveyed from six different countries. The results suggested that the motives for going on GGAs were heterogeneous by nationality and ethnicity. Likewise, accommodation performance was rated significantly different based on both nationality and ethnicity of women travelers. Several relationships were identified between motivation and accommodation attributes, providing theoretical insights and managerial recommendations for hoteliers. © 2017 Taylor & Francis Group, LLC.