Gender segmentation when choosing a holiday destination

Abstract

Purpose: This study aims to explore whether gender differences exist when one chooses a holiday destination. Design/Methodology/Approach: Primary data included carrying out a questionnaire adopting a quantitative approach. Through snowball sampling, an online questionnaire was sent through Facebook and participants between 18 and 69 years of age were entitled to fill in this questionnaire. Secondary data was established on academic journals, articles and National Statistics. Findings: The findings in this study illustrate that there are minimal gender differences when choosing a destination. Gender segmentation is vital yet needs to be combined with other forms of segmentation such as age and behavioural segmentation. It was also observed that the Internet, together with social media platforms has altered the way customers make their destination choice. Research limitations/ implications: Implications found in this research were that the female response was double the male response; this limited the possibility of having a balanced viewpoint. Students participation was high in this study, thus this limited the validity of the responses, especially those attributed to income. Originality/ values: Segmentation in the travelling industry is vital, especially nowadays. Customers appear to be more demanding in finding characteristics that are appropriate for them. Consumer needs and wants differ from one customer to another, gender segmentation has resulted to be the most common form of distinction. The way men and women differ in the process of information is another essential element in this specific industry.