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

Khoo-Lattimore, C., Prayag, G. and Disegna, M., 2018. 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. (In Press)

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DOI: 10.1177/0047287518778154

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.

Item Type:Article
ISSN:0047-2875
Uncontrolled Keywords:women travel; segmentation; motivation; fuzzy clustering; accommodation; multinomial fractional model
Group:Faculty of Management
ID Code:30886
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:20 Jun 2018 11:27
Last Modified:20 Jun 2018 11:27

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