%0 Journal Article
%T Me, My Girls, and the Ideal Hotel: Segmenting Motivations of the Girlfriend Getaway Market Using Fuzzy C
%A Catheryn Khoo-Lattimore
%A Girish Prayag
%A Marta Disegna
%J Journal of Travel Research
%@ 1552-6763
%D 2019
%R 10.1177/0047287518778154
%X Segmenting the motivation of travelers using the push and pull framework remains ubiquitous in tourism. This study segments the girlfriend getaway (GGA) market on motivation (push) and accommodation (pull) attributes and identifies relationships between these factors. Using a relatively novel clustering algorithm, the Fuzzy C-Medoids clustering for fuzzy data (FCM-FD), on a sample of 749 women travelers, three segments (Socializers, Enjoyers, and Rejoicers) are uncovered. The results of a multinomial fractional model show relationships between the clusters of motivation and accommodation attributes as well as sociodemographic characteristics. The research highlights the importance of using a gendered perspective in applying well established motivation models such as the push and pull framework. The findings have implications for both destination and accommodation management
%K women travel
%K segmentation
%K motivation
%K fuzzy clustering
%K accommodation
%K multinomial fractional model
%U https://journals.sagepub.com/doi/full/10.1177/0047287518778154