Vacation Ownership Research Articles

Club Mahindra: culture as an enabler of future business strategy

Research methodology The case was developed from both primary and secondary sources. The secondary data was sourced from annual reports, industry reports, company websites and news articles. Primary sources included visiting the Club Mahindra Resorts located at different places, interacting with staff and local people, visiting their corporate office to interact with the CEO. The case has also been tested in a classroom. Case overview/synopsis This case deals with challenges faced by a vacation ownership (VO) company, Mahindra Holidays Resorts India Ltd in articulating the organizational culture of its flagship brand “Club Mahindra.” Club Mahindra had emerged as the major VO company in India in the past two decades on the back of its core product – a 25-year membership plan. The company was growing its offerings to its customers in an environment of changing customer preferences. This case provides the students an opportunity to learn the organizational culture model. The students are expected to use the information provided in the case and exhibits to support their analysis with the primary objective to extract lessons about organization culture to leverage it as a tool to enhance customer satisfaction. Other objectives include understanding the changing business environment and modeling employee behavior during a crisis. Furthermore, the students are expected to validate the model using the artifacts from the crisis management at the Club Mahindra Resorts at Madikeri and Ashtamudi to understand the dynamics of change and the role of culture in organizational success. Complexity academic level At the MBA level, the case can be used to teach the topic of Organization Culture in the core course, Organization Behavior in the first-year curriculum, which is at the macro-level, with “organization” as the unit of analysis. It can also be used to teach the same topic with a stronger application orientation in the One Year Executive Education Program for middle-to-senior managers or short-term Executive Education Modules designed for a similar cohort.

"Application of the Kano Model in Understanding Consumer Preferences and Product Attributes in the Vacation Ownership Industry"

"Application of the Kano Model in Understanding Consumer Preferences and Product Attributes in the Vacation Ownership Industry"

Evaluating the value proposition of developing a vacation ownership resort: the case of Florida and Hawaii

Purpose This paper aims to examine the value proposition of developing a vacation ownership project in Florida and Hawaii by analyzing actual company data. Design/methodology/approach The study is based on a net present value model approach that was used for analysis of the company financial data. Findings Results suggest that the vacation ownership alternative produces better financial performance than traditional hotel development. Research limitations/implications Research is limited to the case of a company in two main destinations. Practical implications The paper helps practitioners by presenting a current approach to consider in their understanding and perception of vacation ownership. Social implications Research is limited to the case of a company in two main destinations. Originality/value This study is one of the few investigations about applying real company data and comparing the main timeshare markets.

Cultivating the aptitudes of vacation ownership management: A competency domain cluster analysis

Research suggests that competencies – collections of knowledge, skills, abilities, and attitudes – are necessary for organizational success. Yet, not all organizations’ successes are reliant on a single set of defined competencies and competencies differ among disciplines, organizations, and industries. Research indicates that the competencies required of vacation ownership management may differ from the traditional lodging segment due to the complexities of the vacation ownership product. Therefore, this study provides a perspective of vacation ownership competency domain clusters. Analyzing data gathered from 331 property-level vacation ownership managers identified consistent competency domain clusters and revealed that the importance and frequency of use of each competency domain cluster varies by type of resort. Further, a surprising result was the discovery of a lack of industry certification among the respondents. This research extends management competency theory to another segment of the hospitality industry and provides practical implications for managers in the vacation ownership segment.

Examining the effects of vacation ownership product attributes on customer satisfaction

Purpose – This research aims to propose a model that may be used to classify product attributes according to their effect on customer satisfaction within the services industry. It also aims to apply the model to vacation ownership products and to explore attributes related to both the purchase and use of the product: an owned luxury product. Design/methodology/approach – Data from 3,231 vacation ownership customers of multiple international companies were analyzed using a modified Kano model and related questionnaire. Findings – This study reveals the effect that specific product attributes have on customer satisfaction. It addresses previously unexplored attributes (i.e. sales techniques and hotel program benefits), confirms others previously identified with customer satisfaction (i.e. amenities, exchange benefits, hotel affiliation and vacation counselors) and reveals those that had no incremental effect on overall satisfaction (i.e. financing and activities). Practical implications – Results of this study suggest that attributes have varying effects on customers’ overall satisfaction and submit that companies may wish to focus their efforts in particular areas to maintain or improve overall satisfaction. Doing so may create opportunities for companies to increase satisfaction, operate more efficiently or distinguish themselves within the marketplace. Originality/value – This research is the first comprehensive examination of customer satisfaction related to the purchase and consumption of an owned luxury vacation product, reveals misconceptions related to certain product attributes, uncovers previously unidentified attributes, provides a model for examining customer satisfaction that could be applied across lodging products and provides a benchmark for future studies.

Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis

Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis This study employs a conjoint analysis approach to examine consumer preference and willingness to pay for the vacation ownership (timeshare) product. The study focuses on attributes that have been classified as negative attributes during the sales process to determine if the anticipated effect of reductions in preference and willingness to pay are supported. With a sample size of 3,200 respondents familiar with the timeshare product, the findings challenge contemporary literature that suggests purchase incentives negatively impact consumer preference and willingness to pay.

Club Mahindra: Harnessing Social Media

Mahindra Holidays & Resorts India Ltd is a leading Indian company in the business of providing leisure hospitality primarily through vacation ownership membership. This case describes all social media marketing strategies used by company to harness various social media platforms for leveraging its marketing and branding activities. The case could be used for teaching many of the marketing management concepts across different verticals of the domain with special focus on using social media marketing to the under graduates and post graduate students of business management, hotel and hospitality management and courses like integrated marketing communications, branding, services and marketing strategy.

Timeshare brand affiliation impacts

Over the past two decades, internationally branded hotel companies have continued their expansion efforts into the vacation ownership/timeshare resort industry. This act of adding timeshare resorts to the parent company?s already existing hotel and resort collection entailed strategic decisions that ranged from: market share, portfolio risk management and crossover financial gains. To address the association of this latter relationship, the authors surveyed vacation ownership consumers? overall satisfaction with their timeshare resort interval purchase. This was associated with the likelihood of using the parent company?s traditional lodging products for business and leisure purposes. The results indicate that crossover gains do accrue from sustained consumer loyalty as portrayed by increased usage of traditional lodging providers for business and leisure purposes.

Timeshare and vacation ownership executives’ analysis of the industry and the future

This study sought information from key executives involved in shaping the timeshare and vacation ownership industry in conducting a strengths, weaknesses, opportunities and threats analysis for the industry. The vacation ownership and timeshare industry has emerged as a sector of the travel industry with signifi cant opportunities for growth and development. The fi ndings of this study indicate that there are opportunities in many markets, segments and product offerings. The vacation ownership industry must overcome weaknesses in marketing processes, taxation concerns and amenities. It faces threats in the availability of human and capital resources, natural disasters and legal and taxation concerns. Journal of Retail & Leisure Property (2010) 9, 37 - 54. doi: 10.1057/rlp.2009.21

A comparison of vacation ownership amenities with hotel and resort hotel amenities

This study evaluated resort amenities of the timeshare and vacation ownership resorts in North and South Carolina and compared the amenities with the amenities of hotels throughout the United States (US), resort hotels in the US and resort hotels in the South Atlantic region of the US The results of this study assist timeshare and vacation ownership resort management to compare their amenity offerings to hotels, provide resort operators and developers a closer look at amenities of existing vacation ownership resorts and hotels, and assist suppliers in providing amenities to and servicing existing amenities for resorts.

A five-year content analysis of articles in the American Resort Development Association's Developments magazine (2002–2006)

This study serves as baseline research for the industry to follow in terms of analysing historical trends so as to expand the knowledge base surrounding the vacation ownership industry through a content analysis of the American Resort Development Association's Developments magazine from the years 2002 to 2006. Further, this study classifies the articles into eight management functions in a proposed model based on the Chon et al.'s study. Further, based on the studies of Sheldon and Jogaratnam et al., the study will determine the intensely contributing authors to Developments magazine. The study also examines the range and scope of management functions based on the proposed model that is focused upon in the articles from Developments magazine during the years 2002–2006 as well as the intended audience of the articles.

Managerial Expectations for New Hires

ABSTRACT The vacation ownership (timeshare) industry is the fastest growing segment in the hospitality industry. With this growth is the need to attain qualified managers and hospitality programs must ascertain the skills that are necessary to meet the demands of this market. The purpose of this study was to discover if there were any significant differences between traditional lodging managers and timeshare managers based upon a manager's knowledge, ability, and attitude related to their job duties. The study did discover some areas that were deemed more important to timeshare managers. These results could be used to help potential employees in the lodging industry discover what type of environment would best match their skill set.

An economic analysis of a timeshare ownership

Timeshare vacation ownership, a purchase of the right to occupy accommodation or a facility for a defined period of time during a year over a specified number of years or perpetually, has over the past 30 years experienced a significant and sustained growth to become one of the most sought after products in the hospitality industry. The timeshare industry grew from $50m in 1975 to $10bn in 2006 fueling a significant increase in the industry capacity. This paper ascertains why timeshares have gained so much significance to hotel developers and to explore whether consumers should invest in timeshare vacation ownership. Two divergent factors combined to drive the popularity of timeshares ownership among hotel owners. First, the multiple sources of income namely contract sales, interest payments and maintenance and club membership fees. Secondly, timeshares are immune to economic performance.Timeshares are not suitable as investment properties because prices are inflated to cater for the expensive marketing programmes, which account for more than 43 per cent of the contract price. However, industry surveys suggest that the owners are generally satisfied. Consumers should not enter into timeshare vacation contracts for investment purposes but for buying a vacation in advance. Even then, it is better to purchase outright instead of financing the purchase.

Cultural tourism and the vacation ownership industry

Both cultural and heritage tourism and the timeshare industry have seen dramatic growth during the last decade. The purpose of this research project is to determine whether there is a link between cultural and heritage tourism and the timeshare industry. Vacation club owners who belong to an internationally recognised branded vacation club were surveyed to determine their interest in Orlando's cultural and heritage attractions. The results indicated a significant relationship with the Orlando vacation owner and their interest in Orlando's cultural and heritage tourism industry. The results of this survey will help developers better understand their owners. It will also provide developers with information that will help diversify the planned activities that they may offer the vacation club owners. The community's tourism marketers will be aided in support for this growing area of tourism in Orlando.

Vacation ownership: Gender positioning

The purpose of this paper is to extend upon the existing gender research by discerning if similar differences exist relative to satisfaction with the timeshare ownership experience with particular attention given to analysing the respondents as couples, single male, or single female timeshare owners. Owners at a branded vacation club headquartered in the United States were surveyed. The respondents were asked questions related to their satisfaction level, their planned usage of their timeshare, the influence of the vacation club's brand affiliation and their satisfaction with the vacation clubs’ exchange company. The research found significant differences based on gender in every area.

Vacation ownership: Understanding the senior market

This study concerns consumer usage preferences relating to a leading timeshare developer's vacation club product. The discriminant analysis procedure was performed on the developer's year-end dataset to determine if there were any differences based upon the age of the timeshare owner concerning their product preferences. It was discovered that the older timeshare owner is more drawn to utilising products and services provided by their designated home resort while, in contrast, the younger timeshare owner is more likely to use timeshare exchange options and more inclined to purchase an additional timeshare interval at another company's resort.

Postpurchase Behavior: A Case Study into a Vacation Club Product

Currently, the vacation ownership industry, alias timeshare, is experiencing double-digit growth, which is a trend that has continued for the past 30 years within the US. During this period the timeshare product has evolved from a fixed week system to a more robust vacation club product where the consumer can purchase products or services based on a point allocation system, therefore giving the consumer more flexibility in how the product is utilized. This article evaluates the linkages between product and services offerings in relation to consumer expectancies and satisfaction with intent to purchase additional timeshare products and services. The findings of this study support the general notion that timeshare developer services are integrally related to consumer satisfaction, and in turn influence future decisions to maintain usage patterns or to purchase additional vacation time.

Including the “restaurant mix” in vacation ownership and resort development planning

The paper highlights the rapidly growing nature of the vacation ownership industry in the context of matching product and service offerings with consumer needs, wants, and expectations. In this vein, the main contention of this paper is that the addition of an on-site food and beverage outlet enhances consumer satisfaction and increases operator profits, both of which are a natural outcome of market maturation.

Arab tourists and the Lebanese vacation ownership industry: a quality of life perspective

Currently, Lebanon is witnessing a shift in Arab tourists’ demands from residing in expensive and space-restricted hotel rooms to more comfortable and economically affordable timeshare vacation homes. This paper evaluates the needs, demands, and social life practices of Arab tourists and discusses their effect on the Lebanese vacation ownership industry. The quality of life of Arab tourists visiting Lebanon has been more fulfilled through ownership and residency in custom built timeshare vacation homes than residing in space-limited hotel rooms.

Product design evolution in the vacation ownership industry: From fixed weeks to points and vacation clubs

The timeshare industry entered the USA during the 1970s and since that time has slowly gained consumer acceptance. During this period the resort product has continually evolved in terms of design in an effort to meet consumers' vacation and recreational needs. This paper highlights the evolution of the timeshare industry, its rapid gain in consumer acceptance, and the need for empirical research in this field.