Exploring Hedonic and Status Appeals of Vacation among Malaysian Female Travelers and Implications on Marketing

• 발행기관: 세계문화관광학회
• 저자명: Carol Teo Boon Chui Samsinar Md Sidin
• 간행물 정보: 『International Journal of Culture and tourism Research』Vol.3 No.1, 41~53쪽, 전체 13쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

The region-wide market trend shows the emergence of a female market for outbound travel. Personal travel forms a component of hybrid lifestyles of women today. More Malaysian women travel attributed to mindset shifts from traditional role to modem role, aided by entry of low cost carriers and online ticketing. This paper investigates hedonic and status appeals of vacation and the mediating effect of individual hedonic orientation on status consumption. The study utilized triangulation approach. Focus group discussions identified hedonistic and status appeals of female vacation consumption. Survey indicated hedonic experiences in vacation had indirect impact on status consumption through individual hedonic orientation. The hedonistic and status-seeking behavior in women's travel lifestyle has widespread marketing implications in the female travelers market.

목차

[ABSTRACT]

Introduction

The Women Travelers Market

Vacation as Status Consumption and Role of Hedonism in Vacation Preferences

Methodology

Discussion and Marketing Implications

Limitations and Future Research

References

키워드

Female Travelers Vacation Hedonic Orientation Status Consumption Hedonic Appeal