Investigating Resort Loyalty: Impacts of the Family Life Cycle

Abstract

Families and resorts have developed a symbiotic relationship, where families are often essential to operational viability with resorts providing the environment for families to relax and reconnect. However, relatively little is known about the differences that exist between subsegments of this important but homogenously treated consumer segment. Given this gap, the purpose of this study is to develop an improved understanding of families at resorts by examining differences in family life-cycle stages and their impact on resort loyalty. Using survey data collected from recent resort visitors, it was found that significant differences exist between members of family subsegments. Subsequent analyses found differences between life-cycle stages relating to eight loyalty factors, their corresponding impact on revisit intentions, and resort expenditures. Discussion and managerial implications concerning these differences are provided at the conclusion of the article.

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