An exploratory study of hospitality needs and preferences of U.S. Girlfriend Getaways. Issue 7 (3rd October 2018)

• Record Type: Journal Article
• Authors: Mirehie, Mona; Gibson, Heather J; Khoo-Lattimore, Catheryn; Prayag, Girish
• Is Part Of: Journal of hospitality marketing & management. Volume 27:Issue 7(2018)
• Page Start: 811
• Page End: 832
• Publication Date: 2018-10-03
• Subjects: Girlfriend getaway -- hospitality preferences -- hotel type -- trip purpose; Hospitality industry -- Marketing -- Periodicals; Leisure industry -- Marketing -- Periodicals; 338.47910688
• DOI: 10.1080/19368623.2018.1448314
• Languages: English
• ISSNs: 1936-8623

Abstract

ABSTRACT: Girlfriend getaways (GGA) have grown in popularity over the past decade. Researchers have examined the motivations and experiences of women taking these trips, but have paid little attention to their hospitality needs outside of Asia. The purpose of this study was to examine the hospitality needs and preferences of U.S. GGA participants. A sample of 328 women who had taken a GGA completed an online survey on Amazon Mechanical Turk. Results revealed that the main reasons for taking a GGA were to spend quality time with friends/relatives, a break from routine, or to celebrate a special occasion predominantly in the beach or urban locations. Irrespective of trip purpose, cleanliness and safety were important attributes. GGA participants pursuing quality time rated communications and hotel core provisions as important. Preferences for three types of hotel (budget, mid-range, luxury) were examined for differences. Cleanliness, general safety, and communications were rated important irrespective of hotel type. Implications for hotels wishing to attract GGAs are discussed.