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Exploring the differences in perceptions of satisfaction across lifestyle segments

422 Beam Hall, College of Business and Economics, University of Nevada, Las Vegas, NV 891546010, USA Tel: +1 702 895 1309; Fax: +1 702 895 4854; gnaylor{at}cmail.nevada.edu

Susan Bardi Kleiser

422 Beam Hall, College of Business and Economics, University of Nevada, Las Vegas, NV 891546010, USA Tel: +1 702 895 1309; Fax: +1 702 895 4854

This research examines whether satisfaction difers across consumers of a vacation experience. By segmenting consumers of an all-inclusive upscale health andfitness resort by lifestyle characteristics, it is found that satisfaction does not vary across the groups but that the benefits that lead to satisfaction do. For example, consumers who prioritise status need fulfilment of symbolic benefits, such as seeing interesting guests, to feel satisfied. In contrast, low variety and low status seekers simply need to enjoy themselves to be satisfied. Implications for vacation managers suggest that the type of customer they desire may dictate which benefits they try to provide. Promotional strategies should reflect the benefits the various lifestyle segments seek.

Key Words: satisfaction • lifestyle • seg-mentation

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