Author:
Moon Hyoungeun,Chan Hauyan
Abstract
Purpose
Due to the outbreak of COVID-19, the hotel industry has launched various marketing promotions to survive in business, such as those promoting the idea of “staycations.” This study aims to explore what drives millennials’ staycation consumption and experiential components of staycation experiences during the coronavirus pandemic.
Design/methodology/approach
Taking a qualitative approach, semistructured in-depth interviews were conducted with a total of 25 participants who were millennials living in Hong Kong. Content analysis of the textual data was performed.
Findings
This study reveals that millennials’ staycation consumption is derived from the challenges they face in reality (disillusion of travelling) and from their own fantasy (illusion of travelling). Millennials’ staycation experience dynamically comprises their physical and cognitive activities, social interactions and emotional responses, whereby they gain a feeling of extraordinariness combined with the ordinariness of familiar surroundings.
Research limitations/implications
This study contributes to the staycation-related literature by untangling the dynamics of millennials’ staycation experience. In the COVID-19 situation, millennials’ staycation experience entails feelings of both ordinariness and extraordinariness, in which they actualize their fantasy of travelling.
Practical implications
In a bid to gain millennials’ interests in the post-COVID-19 era, hotel management needs to continue designing Instagrammable rooms/amenities and developing variously themed packages by collaborating with local brands and nearby attractions.
Originality/value
This study contributes to the limited literature on staycations in hospitality by revealing the structure of staycation experience during the COVID-19 pandemic and future behavior toward staycations, especially from millennials’ perspective.
Subject
Tourism, Leisure and Hospitality Management
Reference71 articles.
1. Ordinary and extraordinary experience,1986
2. River magic: extraordinary experience and the extended service encounter;Journal of Consumer Research,1993
3. An investigation of underlying dimensions of customers’ perceptions of a safe hotel in the COVID-19 era: effects of those perceptions on hotel selection behavior;Journal of Hospitality Marketing and Management,2021
4. Barclays (2019), “Staycation boom driven by millennials”, Barclays, available at: https://home.barclays/news/press-releases/2019/05/staycation-boom-driven-by-millennials/
5. Happiness from ordinary and extraordinary experiences;Journal of Consumer Research,2014
Cited by
13 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献