GLAMPING – CREATIVE ACCOMMODATION IN CAMPING RESORTS: INSIGHTS AND OPPORTUNITIES

Abstract

Purpose – The purpose of this research is to help camping managers understand new guest needs for innovative accommodation and align their strategic management accordingly. Design, Methodology, Approach – The study on glamping accommodation was carried out in 19 Croatian campsites in July and August 2015. Written questionnaires were distributed and collected from 472 respondents. Findings – The findings of this research show that the introduction of glamping, a novel and creative type of accommodation, is creating a new glamping demand. Results indicate that glamping provides a new opportunity for camping managers to win over a new and younger audience, as well as guests who previously tended to stay in hotels and B&Bs. The originality of the research – Camping resort management is an underexplored area of tourism management and very few scientific papers are dedicated to the study of the camping product. This paper is a contribution to the area of camping management and can be seen as a starting point for further research into camping resort management.