Keywords

family life cycle segmentation, travel motivation factors, resort market targeting

Abstract

Motivational differences for resort vacation travel among family life cycle stages have not been addressed in travel research. However, from a marketing standpoint, segmenting the resort market into family life cycle groups can be reasonably important. Linking an identified group of motivat􀁄ons with these stages is the purpose of this article. Descriptive analysis, factor analysis, and analysis of variance are used to evaluate the data. Twenty motivations are . reduced into five motivation factors that coincide with established travel motivations or needs. The importance of family relationship, health and social, and fun and entertainment motivations does differ among respondents single or married, with or without children. The importance of relaxation and escape and novelty, education and prestige motivations does not differ across family life cycles. A target market with greatest potential is identifed as married couples without children, the largest current family life cycle grouping of resort vacationers.

Original Publication Citation

Hill, Brian J., Cary D. McDonald, and Muzzafer Uysal. 1990. "Resort Motivations for Different Family Life Cycle Stages." Visions in Leisure and Business Winter 1990, 8(4): 18-27.

Document Type

Peer-Reviewed Article

Publication Date

1990

Publisher

Visions in Leisure and Business Winter

Language

English

College

Marriott School of Business

Department

Experience Design and Management

University Standing at Time of Publication

Full Professor

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