Family vacationers' willingness to pay for glamping travel sites: A family functioning segmentation

Abstract

Using a sample of South Korean family glampers, we aim to examine how they exhibit their willingness to pay for glamping travel site attributes. We also employ the notion of family functioning as a segmentation criterion to understand heterogeneity in family glampers' inherent preferences. Results of discrete choice experiments suggest that family glampers place the greatest importance on the site separation. A segmentation scheme using family functioning also provides evidence that glampers from an unbalanced family are willing to pay more for diverse recreation experiences and short-stay programs. Different management strategies are presented for developing satisfactory family glamping travel sites.