Vacationers and the economic “double dip” in Europe

Fred Bronner, Robert de Hoog

Research output: Contribution to journalArticleAcademicpeer-review

28 Citations (Scopus)

Abstract

The subject of this study concerns individual vacationers' reactions to the global economic crisis. This crisis is lasting longer than expected, resulting in Europe in a “double dip”. Vacationers can use different strategies to cope with this crisis: from pruning (giving up the vacation) via cheese-slicing (economizing on vacation attributes) to non-economizing. Based on a theoretical framework, it was predicted that over time the pruning segment would become larger than the cheese-slicing segment. A longitudinal study in The Netherlands, covering 4 years, shows economic developments having a relatively minor effect on vacationers' holiday plans and intentions, with no increase in the size of the pruning segment. Six vacationer segments were found, three of which can be considered to be crisis-resistant. Each segment pursues different economizing strategies, with each requiring a customized marketing strategy. Five explanations are proposed for the relatively limited influence of the economic “double dip” on Dutch vacationers. Future research can be directed to comparing vacations with other consumer products, in order to explain the crisis-resistance of vacation planning during this economic crisis.
Original languageEnglish
Pages (from-to)330-337
JournalTourism management
Volume40
DOIs
Publication statusPublished - 2013

Keywords

  • Economic double dip
  • Economizing strategies
  • Economizing segments
  • Crisis resistance
  • Economic crisis
  • Curtailing expenses
  • Luxury good

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