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The University of Hull the Package Holiday THE UNIVERSITY OF HULL THE PACKAGE HOLIDAY; PARTICIPANT, CHOICE AND BEHAVIOUR being a Thesis submitted for the Degree of Doctor of Philosophy in The Department of Geography The University, Hull by Andrew Nicholas Laing, B.Sc. September 1987 GEOGRAPHY 3 0 SEP 19 87 SUMMARY OF THESIS SUBMITTED FOR THE DEGREE OF DOCTOR OF PHILOSOPHY by Andrew N. Laing THE PACKAGE HOLIDAY; PARTICIPANT, CHOICE AND BEHAVIOUR This research provides an explanation of package holidaymaking behaviour based on the analysis of data gathered through 303 interview-administered questionnaires in Hull. Strict statistical links are used hand-in-hand with informal, qualitative information to generate a thorough understanding of key elements in the holiday decision-making process. Three levels of behaviour are examined. General participation separates the package holidaymaking population from non-holidaymakers and independent travellers. Package holiday 'habits' are then examined; repeat purchasing, booking I the holiday party, services, timing and behaviour whilst on holiday. Finally, spatial patterns are analysed according to relative location (travel time, linear distance, and the home/abroad dichotomy) and absolute location (proximity to the coast, and resort qualities). Explanation is largely based on the holidaymaker's characteristics, represented by trad- itional sociodemographic and economic measures, and by a number of life- style factors. The finer investigation of spatial patterns is accompanied by a detailed analysis of destination choice, primarily structured around information sources, place-specificity and the resort characteristics sought after. The destination decision, and its role in overall choice of holiday, acts as a unifying theme throughout the research. Holiday choice emerges as a highly individualistic phenomenon loosely set within a framework of predictive parameters. Economic factors tend to set fairly rigid constraints on behaviour, as exemplified by the distinction between both homestayers and holidaymakers, and travellers by air and coach. Within these basic guidelines, the two main explanatory themes rest on the notion of 'holiday careers' and the role of risk in holiday choice. The former attributes current behaviour to a succession of experiences through time that tend to establish personal habits. Risk encompasses a wide range of issues, and is often manifested in satisficing behaviour. Its role in holiday choice is as an enforcer of decisions rather than a prime factor, though its influence is widespread. A wealth of supplementary ties support the hypothesis that behaviour is an outcome of the holidaymaker's characteristics. In the case of spatial pat- terns, particularly the location of the holiday destination relative to the home, this is systematically related to the destination decision. The difference between holidays at home and abroad is the most telling distinc- tion, and encapsulates many of the important themes contributing towards an understanding of package holidaymaking choice and behaviour. To my parents Memorable family holidays are many ACKNOWLEDGMENTS There are many people to whom I owe my thanks for their cont- ribution towards this thesis. I am principally indebted to Professor J. Allan Patmore; his guidance and encouragement were invaluable, and always close at hand. Paul Pacey, Keith S. Miller, Mark Cresham and Colin Leeman were my main assis- tants during fieldwork. Allan Reese helped with computing, and the contribution of Helen Johnson throughout the research was ever-enthusiastic. Nora Cubbins transformed by hand- written draft into manuscript, Pat Evans prepared many tables, diagrams and the bibliography, whilst Ian Laing read and checked the text. For their assistance and hard work, I am most grateful. Finally, I wish to thank the Department of Geography for the support and friendship I enjoyed there as a student of the University of Hull, and the Economic and Social Research Council for their generous provision of a research grant. CONTENTS List of Tables, Diagrams and Appendices PAGE CHAPTER ONE : A BRIEF HISTORY OF HOLIDAY TRAVEL 1 1.1 INTRODUCTION 1 1.2 THE PERIOD UPTO 1840 3 1.2.1 Travel in Ancient History 3 1.2.2 Renaissance revival and the Grand Tour 5 1.2.3 Spa town and seaside 6 1.3 1840 TO THE INTER-WAR YEARS 8 1.3.1 Pleasure travel and the Industrial Revolution 8 1.3.2 Transport technology: The age of coal and steam 10 1.3.3 Growth of the English seaside resort 11 1.3.4 Origin and development of the package holiday 13 1.4 WORLD WAR TWO AND AFTER; THE YEARS OF GROWING PROSPERITY 15 1.4.1 The diffusion of paid leave and transport technology 15 1.4.2 Air transport and evolution of the package holiday product 17 CHAPTER TWO : CONTEMPORARY PACKAGE HOLIDAYMAKING 22 2.1 TOURISM TRENDS AND THE ROLE OF THE PACKAGE TOUR 22 2.1.1 Participation 22 2.1.2 Destination patterns 24 2.1.3 Service elements 28 2.1.4 Date, duration and frequency 32 2.2 CURRENT ISSUES WITHIN THE TOUR OPERATING INDUSTRY 37 2.2.1 Supply system structure; vertical integration of activities 37 2.2.2 Horizontal agglomeration and competitive advantage 39 CHAPTER THREE : A REVIEW OF RELEVANT LITERATURE FIELDS AND THEIR USES 43 3.1 LOCATION OF SOURCES 43 3.2 THE TOURIST 44 3.2.1 Typologies, conceptualisation and applicability 44 3.2.2 Documentation of factors influencing tourist behaviour 46 3.3 THE HOLIDAY DECISION-MAKING PROCESS 51 3.3.1 Evaluation framework 51 3.3.2 Pinpointing the decision-maker 53 3.3.3 An overview of tourist motivation 54 3.3.4 Initial travel desire 56 3.3.5 Specific holiday motives 59 3.3.6 Information search and the role of images 62 3.3.7 Means of selection from alternative choices 65 PAGE 3.4 LEISURE AND RECREATION STUDIES 66 3.4.1 The nature of application 66 3.4.2 Work/leisure relationships 68 3.4.3 Behavioural careers and the life cycle 69 3.5 THE CONTRIBUTION OF PSYCHOLOGY 72 3.5.1 Decision-making and motivation theory 72 3.5.2 Weather, mood and behaviour 73 3.5.3 The role of fashion 75 3.6 CONSUMER CHOICE RESEARCH 76 3.6.1 Validation and coverage 77 3.6.2 Risk and purchase behaviour 78 3.6.3 The concept of 'conspicuous consumption' 80 CHAPTER FOUR : PRESENTING THE CURRENT STUDY 82 4.1 CONCEPTUAL DESIGNATION 82 4.1.1 Research objectives 82 4.1.2 Definitions employed 84 4.2 STRUCTURE AND APPROACH 87 4.2.1 The pattern of investigation 87 4.2.2 Research typology 89 4.2.3 Population characteristics; coverage and employment 90 4.2.4 Intermediary linkage and decision-making measures 92 CHAPTER FIVE : THE ANALYTICAL FRAMEWORK 96 5.1 DATA ACQUISITION 96 5.1.1 Choice of a suitable capture device 96 5.1.2 Questionnaire design 97 5.1.3 Questions and the use of information 99 5.2 SAMPLE DERIVATION 102 5.2.1 The size required 102 5.2.2 Tracing a source 103 5.2.3 Selection procedures 108 5.3 FIELDWORK PRACTICE 111 5.3.1 Questionnaire implementation and administrative strategy 111 5.3.2 Survey execution 112 5.4 THE DATA MATRIX 117 Database preparation 117 5.4.1 5.4.2 Methods of analysis 122 5.4.3 The sample: representation and outline 126 CHAPTER SIX : HOME-STAYER AND HOLIDAYMAKER 136 6.1 NON-HOLIDAYMAKERS 136 6.1.1 Identification: profile controls over holiday participation 137 6.1.2 Decision criteria 1143 PAGE 6.2 INDEPENDENT HOLIDAYMAKERS 147 6.2.1 Separation parameters 147 6.2.2 Decision criteria 157 6.3 THE PACKAGE HOLIDAYMAKER 162 6.3.1 Resume: descriptive profile and key identification features 162 6.3.2 Preferences for packaged travel 171 CHAPTER SEVEN : PACKAGE HOLIDAY HABITS 182 7.1 OVERVIEW 182 7.1.1 Coverage and perspectives on behaviour 182 7.1.2 Data patterns; dissecting the holiday 'mix' 183 7.2 PREVIOUS EXPERIENCE AND PRODUCT FAMILIARITY 194 7.2.1 Resort allegiance 194 7.2.2 Tour operator loyalty 198 7.3 BOOKING BEHAVIOUR 201 7.3.1 Descriptive and explanatory measures 201 7.3.2 Advance booking 202 7.4 THE HOLIDAY PARTY 206 7.4.1 Analysis 206 7.4.2 Size and composition 207 7.5 HOLIDAY SERVICES 208 7.5.1 The main form of transport 208 7.5.2 Accommodation facilities 214 7.6 TEMPORAL ELEMENTS 218 7.6.1 Holiday month 218 7.6.2 Travel duration 222 7.7 BEHAVIOUR WHILST ON HOLIDAY 227 7.7.1 Activities and contact with the host culture 227 7.7.2 Day trip movements 233 7.8 SUMMARY 236 CHAPTER EIGHT : THE HOLIDAY DESTINATION IN CONTEXT 241 8.1 DESTINATION PATTERNS 241 8.1.1 Measurement and description 241 8.1.2 Cross-correlation between spatial behaviour measures 250 8.1.3 Integration with holiday habits 253 8.2 THE DESTINATION DECISION 262 8.2.1 Status in overall choice of holiday 262 8.2.2 Measures representing the decision-making process 273 CHAPTER NINE : THE DESTINATION DECISION AND SPATIAL PATTERNS OF PACKAGE HOLIDAYMAKING 279 9.1 GUIDELINES FOR ANALYSIS AND INTERPRETATION 279 PAGE 9.2 RELATIVE DESTINATION LOCATION 280 9.2.1 Representation 280 9.2.2 Travel time 281 9.2.3 Journey distance 291 9.3 HOLIDAYS AT HOME AND ABROAD 303 9.4 DESTINATION CHARACTERISTICS; ABSOLUTE LOCATION 316 9.4.1 Holidays on the coast and inland 316 9.4.2 Resort qualities 322 9.5 DESTINATION CHOICE AND BEHAVIOUR : AN OVERVIEW 332 CHAPTER TEN : CONCLUSIONS 339 10.1 INTRODUCTORY REMARKS 339 10.2 THE OUTCOME OF HYPOTHESIS TESTING 340 10.2.1 Holistic hypothesis 340 10.2.2 Component hypotheses 349 10.2.3 Contextual hypothesis 368 10.3 QUALITATIVE ELEMENTS OF HOLIDAY DECISION-MAKING 372 10.3.1 Risk; manifestation and risk reduction strategies 373 10.3.2 Avoidance mechanisms and the conflict of interests 378 10.3.3 The supply/demand environment 379 10.4 THE APPLICATION OF RESULTS 381 10.4.1 Theoretical issues 381 10.4.2 Practical implications; the package holiday market 384 10.5 FINAL COMMENTS 389 BIBLIOGRAPHY 395 APPENDICES 14140 TABLES TABLE NO.
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