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Hotel Staycation Motivation: An Application of Q Methodology

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Title: Hotel Staycation Motivation: An Application of Q Methodology
Author: Li, Qianya
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Jo, WooMi
Abstract: Hotel staycations are growing in popularity due to the COVID-19 pandemic. However, there is only limited research into the guest motivations underlying this trend. This study aims to better understand the phenomenon using Q methodology. Through academic literature, publications, social media and 11 interviews, 28 motivations for hotel staycations were identified. Then, 30 Q-sort interviews were conducted that led to the identification of three types of hotel staycationers, including experience creators, curiosity seekers, and hotel enthusiasts. Additionally, this study conceptualizes the term “hotel staycation” through understanding how it is perceived by the public. The findings provide a theoretical foundation for future empirical research and offer practical implications to full-service hotels wanting to attract this niche market.
Date: 2022-05-16
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