Destination resort operational techniques, marketing trends, and consumer characteristics
Abstract
The purpose of this dissertation is to explore three autonomous but interrelated areas of the destination resort industry. The initial study provided insight into the scholarly support available to industry professionals by conducting a comprehensive meta-analysis of destination resort literature. The second study's purpose was to explore operational and marketing techniques used in a sample of large properties located in the Upper Midwest of the United States (Michigan, Minnesota, and Wisconsin). The third study sampled 3,000 previous resort guests to examine which resort attributes are most important in the selection of a resort. For each of these studies, theoretical and practical considerations, along with future research needs, are addressed. The first study examined current destination resort research via meta-analysis. Using this methodology provided nine functional classifications for existent literature including: employees/human resources, financial/asset management, bionetwork, government/legalities, physical structure/development, industry analysis/synopsis, consumers, adjacent community/region, and operations/management. In the second study, current operational techniques and marketing trends in resorts located in the Upper Midwest were examined. From this qualitatively based study, 21 areas of operational interest and 19 areas of marketing interest emerged. Overall these resorts are very homogenous with the family/team concept driving operations and technology having significant impacts on marketing. The third study then examined consumers perceptions on which factors are most important in selecting a resort. From this study three underlying factors of resort selection were found including passive, active and business. In addition, situational and sociodemographic variables influence the importance placed on these three factors.
Degree
Ph.D.
Advisors
Morrison, Purdue University.
Subject Area
Marketing|Management|Recreation
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