COHABITATING COUPLES TRAVEL DECISIONS AND THEIR OVERALL TRIP SATISFACTION Sheri Merci Swank B.S. California State University, Sacramento, 2002 THESIS Submitted in partial satisfaction of the requirements for the degree of MASTER OF SCIENCE in RECREATION ADMINISTRATION at CALIFORNIA STATE UNIVERSITY, SACRAMENTO FALL 2009 COHABITATING COUPLES TRAVEL DECISIONS AND THEIR OVERALL TRIP SATISFACTION A Thesis by Sheri Merci Swank Approved by: __________________________________, Committee Chair Dr. Anthony G. Sheppard __________________________________, Second Reader Dr. Gregory B.C. Shaw ____________________________ Date ii Student: Sheri Merci Swank I certify that this student has met the requirements for format contained in the University format manual, and that this thesis is suitable for shelving in the Library and credit is to be awarded for the thesis. , Graduate Coordinator _____________ Dr. Katherine J. Pinch Date Department of Recreation, Parks and Tourism Administration iii Abstract of COHABITATING COUPLES TRAVEL DECISIONS AND THEIR OVERALL TRIP SATISFACTION by Sheri Merci Swank Many studies have focused on who the main decision maker is when going on vacation. This study analyzed the relationship between satisfaction and couples travel decisions. The purpose of this study was to extend research on household decision making in regard to tourism. The sample included 94 people who completed an online survey. The survey questioned whether travel decisions were made jointly or if they were dominated by one person in the relationship and if so did that affect the outcome of the overall trip satisfaction? Support was not found to show decisions were dominated by one person in the couple. It was found that travel decisions were mostly joint decisions and that budget was the only variable which was significant in relation to overall trip satisfaction. Further research should be conducted in this area of study to extend knowledge of mixed and same gender couples travel decisions. ________________________________________, Committee Chair Dr. Anthony G. Sheppard ______________________ Date iv TABLE OF CONTENTS Page List of Tables ….…………………………………………………………………….vii Chapter 1 INTRODUCTION ………………………………………………………..1 Purpose of the Study ……………………………………………………...1 Statement of the Problem …………………………………………………2 Research Questions ……………………………………………………….2 Limitations of the Study ………………………………………………….3 Assumptions of the Study ………………………………………………...3 Definition of Terms ………………………………………………………3 2 REVIEW OF THE LITERATURE ……………………………………....4 Consumer Decisions ……………………………………………………...4 Decision Making Process Stages …………………………………………6 Family Decision Making …………………………………………………7 Wives Involvement …………………………………………………….10 Travel Decisions ………………………………………………………...10 3 METHODOLOGY………………………………………………………13 Population Sample ………………………………………………………13 Data Collection ………………………………………………………….13 Survey Design …………………………………………………………...14 Analysis …………………………………………………………………15 4 RESULTS ……………………………………………………………….16 Decision Variables ………………………………………………………16 Trips per Year …………………………………………………………...17 Typicality of Answers …………………………………………………...18 Satisfaction of the Vacation ……………………………………………..18 v Page Years Married or Together………………………………………………19 Gender …………………………………………………………………...19 Kruskal-Wallis Test ……………………………………………………..20 Chi-Squared Test………………………………………………………...25 Test of Correlations……………………………………………………...28 5 CONCLUSIONS ………………………………………………………..29 Research Question 1……………………………………………………..29 Research Question 2 …………………………………………………….29 Research Question 3 …………………………………………………….30 Research Question 4 …………………………………………………….30 Research Question 5……………………………………………………..31 Conclusions……………………………………………………………...31 Appendix... ......………………………………………………………………………33 References...........……………………………………………………………………35 vi LIST OF TABLES Page 1. Table 1: Frequency of Variables Responses 1.1: Married…………………………………………………………………....16 1.2: Decision Variables………………………………………………………. .17 1.3: Trips per Year…………………………………………………………… .17 1.4: Typicality of Answers…………………………………………………….18 1.5: Satisfaction of the Vacation ………………………………………………18 1.6: Years Married……………………………………………………………..19 1.7: Years Together……………………………………………………………19 1.8: Gender…….………………………………………………………………20 1.9: Spouse/Partner’s Gender…….……………………………………………20 2. Table 2: Kruskal-Wallis Tests 2.1: Kruskal-Wallis Test, Discussion and Satisfaction ………………………..21 2:2: Kruskal-Wallis Test, Information and Satisfaction ………………………22 2.3: Kruskal-Wallis Test, Budget and Satisfaction ……………………………22 2.4: Kruskal-Wallis Test, Destination and Satisfaction ……………………….23 2.5: Kruskal-Wallis Test, Accommodations and Satisfaction .......……………23 2.6: Kruskal-Wallis Test, Dates and Satisfaction …..…………………………24 2.7: Kruskal-Wallis Test, Reservations and Satisfaction ..............……………24 2.8: Kruskal-Wallis Test, Arrangements and Satisfaction …………………….25 2.9: Kruskal-Wallis Test, Activities and Satisfaction …………………………25 3. Table 3: Chi-Squared Tests 3.1: Discussion ………………………………………………………………...26 3.2: Information ……………………………………………………………….26 3.3: Budget …………………………………………………………………….26 vii Page 3.4: Destination ………………………………………………………………..27 3.5: Accommodations …………………………………………………………27 3.6: Dates ……………………………………………………………………...27 3.7: Reservations ………………………………………………………………27 3.8: Arrangements ……………………………………………………………..27 3.9: Activities ………………………………………………………………….28 4. Table 4: Correlations 4.1: Correlations with Respect to Trip Satisfaction….......................................28 viii 1 Chapter 1 IINTRODUCTION Many studies focus on who the main decision maker is when going on vacation. Mottiar and Quinn (2004) studied the distinctive roles of men and women when selecting a vacation. These studies have not researched whether the outcome of overall trip satisfaction is affected if one person is more dominant in the decision making process. “In order to efficiently and effectively utilize advertising dollars state travel bureaus and other involved in the promotion of a tourist destination need to understand consumer behavior related to travel decisions…and their overall decision making process” (Gitelson and Kerstetter, 1994, p.60). As early as 1960 Blood and Wolf examined married couples and their consumer decisions. Throughout the 1970’s other studies were done which furthered research on the husband-wife consumer decision making process (Davis 1970; Davis and Rigaux 1974; Munsinger et al. 1975). Likewise, (Jenkins 1978; Myers and Moncrief 1978) researched decisions between husband and wife, but related these decisions to travel. Purpose of the Study The purpose of this study was to extend research on household decision making in regard to tourism. This study evaluated couples who were in committed 2 cohabitating relationships. The study included mixed and same gender couples. This is an important area of study for the tourism and travel industry because marketing strategies should know who to advertise to. Previous studies have researched how a couple comes to a travel decision. These decisions have been broken down into husband-dominant, wife-dominant and joint decisions. However, these studies have not researched whether there is a correlation between the dominant decision maker and the satisfaction outcome of the vacation. They also have not examined same gender couples. Statement of the Problem The importance of this study was to recognize the different aspects of the travel decision making process between cohabitating couples. Also to examine how both persons in a couple made travel decisions together. As well as, further research on mixed and same gender travel decisions. Research Questions: 1. Are travel decisions mostly joint decisions? 2. Does who made the decisions affect the satisfaction outcome of the vacation? 3. Does the frequency of vacation planning impact satisfaction? 4. How does this change with same gender couples? 3 5. Does years married/together impact satisfaction of the vacation? Limitations of the Study This study will be limited to persons who are in a committed cohabitating relationship and have taken a trip with overnight accommodations together. Assumptions of the Study The assumption of this study is that couples do not decide on their travel choices jointly. That there is one person in the couple who takes a more dominant role in the decision making process, which affects the overall satisfaction of the vacation. Definition of Terms • Couple – Two persons in a cohabitating relationship. • Mixed Gender Couple– A cohabitating couple with 1 male and 1 female. • Same Gender Couple– A cohabitating couple either 2 males or 2 females. • Vacation – A trip that required overnight accommodations. 4 Chapter 2 LITERATURE REVIEW There are many factors that influence a tourism decision. Where to go, how long to stay, how much money to spend, all of which are part of the tourism decision making process. “Understanding how people select a product such as a house or travel destination has received substantial attention not only from consumer researchers, but also from tourism researchers and practitioners interested in developing effective marketing and communication strategies” (Litvin, et al., 2004,p.1299). Consumer Decisions Much research has been dedicated to the decision making process in couples. Most of the research early on looked at consumer purchase behavior within couples. Who made the decisions on buying a vehicle? Who choose the family physician? Tracing back over five decades ago, Sharp and Mott (1956) reported that husbands have more influence