Preliminary communication

All-female travel: What do women really want?

Olga Junek ; Hospitality, Tourism and Marketing, Victoria University, Melbourne, Australia
Wayne Binney ; Hospitality, Tourism and Marketing, Victoria University, Melbourne, Australia
Susan Winn ; Hospitality, Tourism and Marketing, Victoria University, Melbourne, Australia

Abstract

This paper examines the importance of the all-female element to women travellers and the possible benefits that can be gained from this type of travel. A self-administered mail survey questionnaire was completed by past clients of an Australian all-female travel company, to measure their satisfaction with previous travel and to find out perceived benefits of all-female travel, personal plans for future travel and demographic information. Both quantitative and qualitative information was collected. The participants in the study were women over the age of 40, predominantly in the 50-69 age group. They were experienced travellers as 89% had travelled previously and 64% had travelled four or more times. The information collected allowed a comparison of the importance of certain criteria pre and post the tour. Confidence in tour leader, destination and its culture and not being a 'mass tourist' were seen as important both before and after the tour. Travelling with 'all female company', 'being cared for and pampered', and the 'sharing accommodation' increased in importance after the tour. There were a number of benefits identified in all-female travel. These included a more relaxed, congenial and intimate atmosphere in the group, sharing similar interests and absence of competition and tensions.

Keywords

female travel market; walking tours; gender travel; demographic segmentation

Hrčak ID:

161433

URI

https://hrcak.srce.hr/161433

Publication date:

8.3.2006.

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