Understanding women’s accommodation experiences on girlfriend getaways: A pragmatic action research approach

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Khoo-Lattimore, C
Gibson, HJ
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2018
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In the realm of women's travel, while the accommodation experiences and preferences of female business travellers have been investigated, little is known about the female leisure-traveller in this regard. This study investigates one of the growth sectors in women's travel - girlfriend getaways (GGAs), which are holidays taken by females with other females. An action research approach was employed to explore the accommodation needs of all these female travel groups in the Malaysian context. Using a five-stage approach which included in-depth interviews, a hotel stay for three groups of women on a GGA, focus groups and secondary data analysis, four themes were identified. These themes address feminine comforts, facilitating friendship, safety, and shopping and the use of discount promotions with GGA. Findings suggest that the needs of female leisure-travellers are distinct from those of women who travel on business. Recommendations for hotel management are made to enhance the GGA experience for women, notably providing spaces and activities to facilitate female bonding.

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Current Issues in Tourism
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© 2015 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 28 Jul 2015, available online: http://www.tandfonline.com/doi/full/10.1080/13683500.2015.1068745
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Marketing
Tourism
Tourism marketing
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