Abstract
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.
Accepted Version (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
