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Cornell Hotel and Restaurant Administration Quarterly
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Understanding Customer-Derived Value in the Timeshare Industry

Beverley Sparks

department of tourism, leisure, hotel and sport management at Griffith University-Gold Coast, b.sparks{at}griffith.edu.au

Ken Butcher

k.butcher{at}griffith.edu.au

Grace Pan

g.wenpan{at}griffith.edu.au

The timeshare sector has grown substantially over the past decade in both size and product configuration. Focusing on the concept of customer-derived value, group interviews were conducted with owners of timeshare holiday products to assess the dimensions of customer value in timeshares. Twelve such dimensions of value emerged from the interviews, most notably knowledge enhancement. Six detractors of derived value were identified. With a better understanding of the sources of value for timeshare owners, managers can recruit new owners, develop products, and enhance the levels of satisfaction and loyalty among existing owners.

Key Words: tourism marketing • holiday ownership • customer value • timeshare

Cornell Hotel and Restaurant Administration Quarterly, Vol. 48, No. 1, 28-45 (2007)
DOI: 10.1177/0010880406294473
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