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

Journal of Travel Research - Tập 58 Số 5 - Trang 774-792 - 2019
Catheryn Khoo‐Lattimore1, Girish Prayag2, Marta Disegna3
1Department of Tourism, Sport & Hotel Management, Griffith Business School, Griffith University, Nathan, QLD, Australia
2Department of Management, University of Canterbury Business School, Christchurch, New Zealand
3Department of Accounting, Finance & Economics, Faculty of Management, Bournemouth University, Bournemouth, United Kingdom

Tóm tắt

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.

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Thông tin xuất bản

Journal of Travel Research

Tập 58 Số 5

774-792

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