Award Date

2009

Degree Type

Thesis

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

Advisor 1

Robert H. Woods, Committee Chair

First Committee Member

Mehmet Erdem

Second Committee Member

Carola Raab

Graduate Faculty Representative

Daniel McAllister

Number of Pages

70

Abstract

This study aims to explore the attitudes of prospective customers in China about timeshares, and to identify potential marketing opportunities for timeshare companies targeting China. This exploratory study is the first of its kind and it intends to provide valuable information about the consumer potential for the timeshare industry in China. The findings indicate that consumer acceptance of timeshares in China is high. Six socio-demographic variables were identified as keys in predicting those with statistically significant likelihood of purchasing a timeshare within the next three years: age, occupation, marital status, annual household income, vacation frequency, and attendance at a previous timeshare sales presentation. Managerial recommendations for timeshare marketing tactics are discussed.

Keywords

China; Consumer acceptance; Consumer interest; Market surveys; Marketing research; Real estate investment; Timeshares; Tourism; Vacation homes; Vacation ownership

Disciplines

Marketing | Real Estate | Tourism

Language

English


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