Using Lifestyle Analysis to Develop Lodging Packages for Staycation Travelers: An Exploratory Study |
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| Authors: | Alexandra James Ning-Kuang Chuang Edward Bolden III |
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| Institution: | 1. Park Event Coordinator, Walt Disney World, Kissimmee, Florida, USA;2. Hospitality Management, Kent State University, Kent, Ohio, USA;3. Information Technology Services, Case Western Reserve University, Cleveland, Ohio, USA |
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| Abstract: | When the U.S. economy experienced a downturn in 2008, an alternative to travel known as a “staycation” became popular. This study investigated the lifestyle profiles of staycation travelers by using Activities, Interests, and Opinions statements to segment staycation travelers. Because the largest percentage of staycations is taken by the Millennial generation, students at a university in northeastern Ohio were surveyed. An exploratory factor analysis revealed six factors followed by a cluster analysis, which revealed four clusters. Travel packages that hotels could create to market to members of the four clusters were created. Limitations and future research are discussed. |
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| Keywords: | AIO lifestyle millennial segmentation staycation travel packages vacation |
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