An analysis of summer sun tourists - outbound package holidays ...

106 Corcoran, Gillmor and Killen
An analysis of summer sun tourists -
outbound package holidays from Dublin Airport
Lorraine M. Corcoran
Bank of Ireland Head Office, Dublin
Desmond A. Gillmor and James E. Killen
Department of Geography, Trinity College Dublin
ABSTRACT
This paper is a study based on a questionnaire survey directed to package holiday-makers
leaving Dublin Airport in summer for sun destinations. A profile of the respondents is
established first. Consideration of the destinations and components of the holiday is
followed by an investigation of the booking process. Influences affecting the choice of
holiday are explored. Possible relationships between the holiday destination, the holiday
choice and booking processes and the previous package holiday experiences are tested.
Key Index Words: package holidays, Dublin Airport, summer sun tourists.
Introduction
An understanding of the characteristics of tourists and their holidays and of the nature of the holiday
selection and purchase processes is of fundamental importance in the tourism industry. An appreciation of
this demand side of tourism is desirable not only from the academic perspective but as a basis for tourism
promotion and management. In tourism research, particular emphasis has been placed on leisure and travel
motivation (Pearce, 1982; Moutinho, 1987; Cooper, 1991; Johnson and Thomas, 1992; Mill, 1992; Seaton, 1994;
Shaw and Williams, 1994; Witt and Moutinho, 1994; Pearce, 1995). While the reasons for undertaking travel
clearly have a bearing on the type and destination of the holiday selected, less attention has been given to this
later holiday-choice stage in the decision-making process. Also, the emphasis in studies of destination choice
has tended to be on expressed preferences rather than on actual choice behaviour (Um and Compton, 1990).
Despite the large amount of conceptual and empirical work which has been done, conflicting perspectives
remain and no adequate theoretical framework or comprehensive understanding of tourism decision-making
exists. This is not surprising given the diversity of destination characteristics and the varying psychological,
socio-demographic, cultural, economic and institutional influences involved at successive stages in the decision
process.
In view of this complexity, focusing on a particular sub-group of tourists can offer certain advantages
over macro-analysis (Johnson and Thomas, 1992; Witt and Moutinho, 1994). Different market segmentations
and tourist typologies on which such an approach might be based have been suggested (Johnson and
Thomas, 1992; Mill, 1992; Witt and Moutinho, 1994). The typology which has gained the greatest recognition
is the twofold distinction made by Gray (1970) between “sunlust” and “wanderlust” tourists. The sunlust
tourist is the category which perhaps is perceived most readily by most people and it is identified prominently
with package tourism to sun destinations. This paper is focused on an exploration of summer sun package
tourism.
Inclusive holiday arrangements have become a major feature of world tourism and they dominate the
traffic to certain sun destinations. Pronouncements concerning the imminent demise of such mass tourism are
proving to be, at best, premature. Most of the limited number of studies of package tourism have investigated
aggregate movement patterns based on statistics of international flows, as in Europe by Pearce (1987a; 1987b),
from the UK by Guitart (1982) and by Perry and Ashton (1994) and in relation to Norway by Jorgensen and
Solvoll (1996).
Irish Geography, Volume 29(2), 1996, 106-115.

Summer Sun Tourism 107
Given the huge importance of the sector, it is surprising that the literature contains so little research at the
level of the individual package tourist. Tour operators undertake or commission varying amounts of market
research but the findings are commercially sensitive and are not published. Thomson and Pearce (1980)
compared the profiles and tour selections of coach, camping and fly-drive package tourists in New Zealand.
Quiroga (1990) investigated aspects of package tourist profile and motivation with specific reference to Latin
American participants on coach tours of Europe but the main focus of the work was on group dynamics.
One-third of overseas holidays taken by residents of the Republic of Ireland are on a fully inclusive
package arrangement (Bord Fáilte, 1995). With the patterns of air charter tourism from Ireland having been
determined already (Gillmor, 1973; 1996), the next stage in research was to investigate at the level of the
individual package tourist. The present study was undertaken with the objective of exploring certain questions
directly with these tourists. What types of individual go on package holidays and why is this type of
holiday preferred? How is the destination of the holiday chosen and to what extent does the travel trade
influence this decision? Do variables such as socio-economic status and past travel experience have a
bearing on the holiday decision? Apart from their intrinsic academic interest, responses to these types of
question should be of value to the travel trade which seeks to provide saleable holiday products and to
promote them in ways to attract customers. Greater understanding of clients by the industry is ultimately in
the consumers’ interest also. The findings of the survey are of relevance not only in the Irish context but also
internationally because studies have demonstrated a certain uniformity in tourist practice from country to
country and over time (Krippendorf, 1987).
The Survey
A study of tourists going on package holidays to sun destinations advertised as commencing in Dublin
in summer 1993 is described in this paper. A package holiday was taken to include, at a minimum, return flights
between Dublin and the holiday destination by chartered or scheduled aircraft and accommodation. The
questionnaire survey on which the study is based sought information concerning: respondent characteristics;
the holiday being undertaken; the booking of the holiday; the holiday choice process. From this information,
a reasonably complete picture of the tourists was obtained from which it was possible to test various
hypotheses concerning the types of question posed previously.
The sampling procedure was designed to generate a sample representative of summer sun package
holiday tourists departing from Dublin Airport. Information concerning flight departures which had been
obtained from brochures and other literature circulated by the tour operators was cross-checked against a
timetable of charter flights obtained from Aer Rianta, the Irish Airports Authority. In addition, the times of
scheduled flights upon which it was known summer sun package holiday-makers might be travelling were
noted. From this information, a list of all “target flights” was compiled and they were surveyed with reference
to the numbers of holiday-makers going to the different destinations. Passengers were interviewed at random
by the first author in the boarding areas of targetted flights on 26 days between 19 June and 12 September,
following a pilot survey in early June. If a passenger when approached stated that s/he was not embarking on
a package holiday, the interview was closed. Where a group, comprising family or friends, was encountered,
the individual with the greatest knowledge about the forthcoming holiday was questioned.
The number of succesful interviews with sun package tourists was 300. The non-response rate was 3.2%.
This extremely low rate may reflect to some extent the fact that many of the respondents had little to do whilst
waiting for their flights to board.
Survey Results
Respondent Characteristics
Exactly half of the tourists interviewed were aged 18-29, with a further 27.3% being 30-44 years. The
average size of group travelling was 3.06, with a standard deviation of 1.92. Interviewees varied from those
travelling alone to one with sixteen friends. Females constituted 63.7% of the survey sample. The distribution
of reported annual earnings is shown in Table 1. The income recorded was gross family income or, in the

108 Corcoran, Gillmor and Killen
case of those who were financially independent, gross personal income. That the income available to them for
holidays had increased over the last five years was reported by 55.7% of respondents while 29.0% estimated
that it had stayed the same. The essentially middle class character of the respondents is underlined by the
occupations reported; 25.3% of the sample described themselves as professionals or managers and a further
48.0% were in a range of other non-manual occupations. In contrast, just 11.3% of the sample were manual
workers. Those who described themselves as housewives constituted 10.0% of the sample, while 2.0% were
students and 1.7% had retired.
Table 1: Distribution of reported annual earnings.
Income IR£
Percentage of Sample
40,000 7.0%
No Response 5.3%
With regard to place of residence within Ireland, 64.7% of the respondents were from Leinster, 13.7% from
Ulster (including 11.3% from Northern Ireland), 16.3% from Munster and 5.3% from Connacht. The dominance
of Leinster results from its accessibility to Dublin Airport and the importance of the Dublin market in particular.
Conversely, the extent to which Dublin Airport draws from the other provinces, despite their access to other
airports with summer sun package departures (Belfast, Cork and Shannon), reflects the fact that by far the
greatest number and variety of such packages are offered out of Dublin; Dublin Airport accounts for about
90% of all outbound package travel from the Republic of Ireland (Gillmor, 1993).
For the 47.3% of respondents resident in the built-up area of Dublin, their addresses could be related to
the corresponding socio-economic areas of the city, as mapped by Brady (1987). Of the six levels of socioeconomic
status recognised by him, 59.1% of Dublin respondents came from the second and third highest
status areas as compared with 29.6% from the second and third lowest. Yet as many came from the lowest
category of area as from the highest (5.6%), suggesting that at the top of the socio-economic scale, there may
be a lesser tendency to use summer sun package arrangements when choosing a holiday than is the practice
at the intermediate levels.
Of those interviewed, 14.3% were embarking on their first package holiday of any type, while 18.4% had
been on one such holiday before, 15.3% had been twice and 52.0% had been on at least three such holidays.
Thus the respondents were generally very familiar with package holiday taking. A small majority (53.7%)
indicated that the holiday upon which they were embarking would be or was likely to be their only holiday
abroad during the year.
The Holiday Being Undertaken
The destinations reported by the respondents are set out in Table 2. The traditional destinations, namely
mainland Spain, the Balearics, Portugal, the Canaries, Greece, Turkey and Cyprus, predominated. As expected,
this mainly Mediterranean distribution reflected the structure of the Republic of Ireland’s total aircharter
market in 1991, although in that year traffic to Turkey and Cyprus had been depressed by the effect of
the Gulf War (Gillmor, 1996). As many as 79.7% of the sample stated that they had never been to the resort to

Summer Sun Tourism 109
which they were travelling, while 11.0% had been there only once before. It suggests that there is considerable
fluidity at the level of the individual with regard to choice of resort. This might seem to contradict the
perceived image of the package holiday-maker as being conservative and the fact that the range of destinations
of Irish air-charter traffic has not changed dramatically over the years (Gillmor, 1996). The implication
may be, however, that while there is a tendency to return to the same destination areas and the same types of
resort, individuals do not tend to return to the same resorts.
The fortnight package was the standard holiday, with 80.7% of respondents embarking on a holiday of
two weeks duration and 14.3% staying away for one week only. The most common type of accommodation
involved in the package was a self-catering apartment (63.0%) while 26.7% of respondents were staying in a
hotel. Other types of accommodation mentioned included bed and breakfast establishments and guesthouses.
One-third of respondents reported that their holiday had been sold with at least one extra feature.
These included the provision of certain meals, free excursions, transfers to/from Dublin Airport, a hire car,
sports facilities and vouchers for free drinks. The mean reported total cost of the holiday was IR£418 with a
standard deviation of IR£112; the mean cost per day was IR£33.26 with a standard deviation of IR£12.65.
Table 2: Number of respondents travelling to each destination.
Destination Number %
Canaries 47 15.7
Greece 44 14.7
Balearics 1 36 12.0
Portugal 30 10.0
Turkey 2 27 9.0
Cyprus 2 20 6.7
Bulgaria 3 18 6.0
Florida 4 18 6.0
Spain (mainland) 1 12 4.0
Morocco 3 12 4.0
Tunisia 3 11 3.7
Malta 4 10 3.3
Jersey 4 7 2.3
Other destinations 4 8 2.7
Total 300 100.0
Note: For the purposes of hypothesis testing, destinations with the same superscript were amalgamated.
Booking the Holiday
Booking through a travel agent accounted for 83.7% of all holidays, while the remaining 16.3% had been
booked direct with the tour operator. This underlines the importance of the travel agent as an intermediary
within the package holiday industry; there are sales outlets throughout the country offering a wide range of
holiday products. Yet, it is the tour operators, and especially the large ones, which determine the holidays on
offer; 73.8% of all holidays recorded in the survey were organised by the four largest operators and subsequent
takeovers mean that two British-owned companies now control over 80% of the Irish air-charter summer
holiday market.
The length of time elapsing between booking the holiday and departing ranged from seven months to one
week, with a modal value of five months and a mean of 3.18 months. The data indicate that, while the majority
booked a considerable period in advance, there was also a significant minority who booked just prior to
departure. The results suggest that the release of brochures had a significant impact on booking patterns; the

110 Corcoran, Gillmor and Killen
summer sun package holiday brochures were released on the Irish market in January and many people made
their holiday decisions immediately afterwards.
There were varied responses to a question asking why the holiday was booked when it was. A statement
simply that the holiday was booked as soon as the decision to take it had been made was given by 58.3% of
respondents, generally with the objective of securing the preferred holiday. Price considerations and/or the
availability of special offers had caused 25.3% of respondents to book the holiday when they did. This
suggests that these types of incentive are indeed important tools which can be used by the tour operators to
secure bookings. In recent years, special offers relating to reservations before certain dates have been made
by some operators; a midnight sale by one of the biggest companies led to overloading and breakdown of its
large computer system in January 1995. A pattern of always booking the holiday at the same time each year
was reported by 14.0% of respondents. The time of booking depends in part on the character of the individual
tourist, ranging from the “meticulous planner” who has a long horizon to the “impulse buyer” who is attracted
by cut-price late availabilities (Goodall, 1988).
The Holiday Choice Process
For most respondents, the opportunity set from which their particular package holiday was selected
would have consisted of those packages available on the Irish market and for some it would have been limited
to those offered by one or a very small number of tour operators (Stabler, 1991). On being asked the reasons
why they had chosen the particular holiday upon which they were embarking, a wide range of responses was
given (Table 3).
Table 3: Reasons cited for choosing a particular summer sun package holiday.
Reason
Percentage citing this reason
Respondent related
Recommended 35.3
Somewhere different 23.0
Been before 22.0
Operator related
Available 23.6
Price/Special offer 11.3
Brochure 9.3
Destination related
Facilities/Atmosphere 29.6
Weather 19.6
Cultural and other sights 4.0
Journey related
Flight time 5.0
Tranfer time 1.6
Other 5.0
Note: Due to multiple answers being given, the percentage figures sum to in excess of 100.
First, the importance of a personal recommendation, whether from friends and relatives or from a member
of the travel trade can be seen. Personal preferences were obviously important too; while some respondents
cited familiarity with an area as a reason for returning there, an almost equal percentage cited as a positive
factor the fact that the chosen holiday was to a different area or resort. The crucial role of the tour operator can
be seen in the frequency with which availability and price, including special offers, were mentioned as being

Summer Sun Tourism 111
important determinants within the overall choice process and from the fact that almost 10% of respondents
cited the operator’s brochure as having had some influence on their choice. The perceived characteristics of
the destination in terms of its weather, facilities and atmosphere, but not to any great extent in terms of its
cutural and scenic attractions, were mentioned also. Finally, the characteristics of the journey to and from the
holiday destination were of relatively minor importance. This might seem to contradict the general tendency
for vacation decisions to be influenced greatly by travel distance (Ankomah et al., 1996) but presumably it
reflects the fact that the package holidays from which most respondents were selecting did not differ greatly
in terms of length of journey.
A conclusion arising from investigation of the selection process is that the member of the travel trade with
whom the holiday was booked appeared to have had relatively little influence on the actual choice of holiday
but rather acted as a source of information and perhaps offered a general recommendation. When asked where
they had heard about the resort, 31.0% indicated the travel agent, 26.3% brochures and advertising and 25.0%
relatives and friends. Yet 60.3% of respondents reported that the individual with whom they booked the
holiday had no influence on their decision, while only 17.3% and 8.7% of respondents stated that this person
had influenced the choice of resort and the choice of accommodation respectively and a further 13.0% reported
recommendation of both resort and accommodation. The booking agent acted therefore mainly as a
facilitator; 66.3% of respondents reported that the individual concerned had been “very helpful” while a
further 27.3% stated that this person had been “helpful”. Evidence from elsewhere suggests that the advisory
role of the travel agent relative to brochures has diminished (Mansfield, 1992).
In order to throw further light on the holiday choice process, respondents were asked how many other
package holidays they had considered seriously but rejected before arriving at their final choice. No alternative
had been considered by 56% of respondents, while 30% had considered just one alternative. The reasons
for rejecting a particular initially-considered possibility included principally its non-availability but also inconvenient
flight times, the receipt of bad reports concerning the intended destination and that the respondent
had been there before. With regard to the third factor and underlining the impact of a negative image on the
holiday choice process, media reports of adverse experiences of tourists in Jamaica in June 1993 caused two
hundred Irish people to cancel their holiday there.
In response to a question seeking the reasons why the respondent had booked a package holiday as
distinct from a non-package holiday, 57.6% cited the convenience involved while 20.3% stated that price was
an important consideration. Peace of mind and familiarity with this type of holiday were mentioned by 14.3%
and 13.0% of respondents respectively. As in any such query, the role of price may have been downplayed by
respondents, in part because most would have been unaware of the cost of an equivalent holiday arranged
independently.
Hypothesis Testing
The data set from which the foregoing results were derived offered a base which could be used to test
statistically various hyptheses concerning possible relationships between the variables. Hypotheses relating
to three broad areas were tested: holiday destination; the holiday choice and booking processes; past package
holidays.
Two types of statistical test were employed: where both variables being tested were category variables,
a chi-square (contingency tables) test was used; where a category and continuous variable were tested, a oneway
analysis of variance was employed. In general, tests yielding a significant result at a probability level of
less than or equal to 0.05 were considered to merit discussion.
Holiday Destination
Destination, split into the seven categories indicated in Table 2, was tested against the range of socioeconomic
variables listed in Table 4 using the chi-square test. Two variables, namely age and province of
residence yielded significant results, while that concerning income was less significant.
The nature of the relationship indicated by a significant chi-square test result can be investigated by

112 Corcoran, Gillmor and Killen
comparing the number of observations falling into each combination of categories with the number which
would be expected to fall there if no relationship existed. In the case of destination and age, it was found that
more respondents in the 18-29 age group than would be expected if no relationship were present were travelling
to Greece, the Canaries and Turkey/Cyprus, while more respondents in the 30-44 age group than would be
expected were travelling to mainland Spain/Balearics. More respondents in the 45+ age group than would be
expected were travelling to Tunisia/Morocco/Bulgaria and to the destinations in the “other” category. Overall,
the results suggest that as age increases, different resorts appeal, so that holiday choice can be linked with
stage in the life cycle or travel career (Bojanic, 1992). Greece, the Canaries and Turkey/Cyprus were chosen
more by the younger age groups, while mainland Spain and the Balearics tended to appeal to those age groups
likely to be travelling as family groups. The oldest age group, that is those who probably have visited the
established destinations already, appeared to be most willing to travel to new destinations.
Table 4: Chi-square test results for destination by various socio-economic variables.
Variable Number of categories Significance level
Destination by 7
- Age of respondent 3 .0074
- Province of residence 1 4 .0002
- Socio-economic status of area of residence 6 .9528
- Occupational group 2 8
- Income 3 .0111
- Change in income available for holidays 3 .8765
1 For this test, three destination groupings were used:
(i) traditional Spanish-Portuguese destinations: Spain (mainland)/Balearics/Portugal/Canaries,
(ii) traditional eastern Mediterranean destinations: Greece/Cyprus/Turkey,
(iii) other destinations.
2 The chi-square test requirement that not more than 20% of the expected cell values be less than five
and that none be less than one was violated in the case of the occupational group test.
Turning to province of residence, the chi-square test using the seven destination categories indicated in
Table 2 was inconclusive, as more than 20% of the expected cell values were less than five. For this test
therefore, the destinations were further amalgamated into the three groupings set out in the first note to Table
4. More respondents than would be expected from Munster and Ulster were travelling to the traditional
eastern Mediterranean destinations, while more respondents than would be expected from Leinster were
travelling to “other destinations”. This suggests, albeit tentatively in view of the coarseness of the destination
groupings, that there may have existed a difference in the destination choice process between urban and
rural residents, with the latter preferring the more traditional destinations.
With regard to income, more people on lower incomes (less than IR£15,000 per annum) than would be
expected were travelling to Greece/Turkey/Cyprus, while more medium (IR£15,001-30,000 per annum) and
higher (over IR£30,000 per annum) income respondents than would be expected were going to the nontraditional
destinations.
Taken as a whole, the foregoing results suggest that there is a definite relationship between socioeconomic
status, stage in the life cycle and choice of destination for a summer sun package holiday. To some
extent, this may reflect the varying prices of the holidays at the different destinations and the varying amounts

Summer Sun Tourism 113
of money available to the different age groups for holiday expenditure. An analysis of variance of holiday cost
per person per day by destination (seven categories) yielded a highly significant (probability

114 Corcoran, Gillmor and Killen
Number of Past Package Holidays
It was hypothesised that the destination of the current holiday (seven categories) might be related to the
number of previous package holidays of any type undertaken (four categories). The chi-square test was
significant at a probability of 0.024. More respondents than would be expected who were travelling on their
first package holiday were destined for Portugal, while more who had had just one such holiday previously
were going to Greece. More respondents than would be expected who had had at least three package holidays
were en route to the Canary Islands or to Tunisia/Bulgaria/Morocco. This result supports the earlier conclusion
that initial package holidays tend to be taken to the more traditional (and often lower cost) destinations,
while it is the more experienced package holiday-maker who tends to be attracted most readily to the newer
destinations. Stage in the life cycle or travel career is also likely to play a role here with the more experienced
package holiday-makers tending to have more money to spend on the holiday. The attraction of the Canaries
to those who had undertaken three or more package holidays before appears to be an exception to this trend.
The extent of repeat business to the Canaries reflects in part the fact that a number of respondents had been
on winter holiday packages there, the winter sun market from Ireland being dominated by the Canaries.
It was hypothesised also that the number of past package holidays of any type undertaken might be
related to occupation (eight categories) and to income (three categories). In the light of the foregoing observations,
it is perhaps disappointing that the relevant chi-square tests yielded no such evidence. This may
reflect an inadequacy in the manner in which the number of past package holidays was measured; a majority
of respondents (52%) had taken three or more such holidays previously but no attempt was made in the
survey to disaggregate this category further.
Conclusion
The results of the survey reported in this paper provide useful insights into package tourism from Dublin
Airport and into the sector in general. The hypothetical “average” package tourist going to a sun destination
was a young, middle class, urban female who was travelling in a group of three. She had been on several
previous package holidays but this was her only foreign holiday in the current year. She was going to a
Mediterranean resort not previously visited. The fortnight holiday was in a self-catering apartment and cost
IR£418. It was with one of the major tour operators. It had been booked through a travel agent three months
previously and shortly after deciding to take the holiday. The choice of holiday was influenced mainly by
informal recommendations, holiday availability and destination character. Although being a source of information
and helpful, the travel agent’s advisory role was limited. The package holiday was chosen for convenience
and no alternative package was considered seriously.
With regard to the sample as a whole, the choice of holiday destination was related to the tourist’s age,
province of residence and income level, with the cost of the holiday likely to have been a consideration. The
destination area was decided at an early stage and any consideration of alternative holidays tended to be
limited to the same destination group and price range. The length of pre-booking varied by destination and in
the case of later bookings the advisory role of the travel agent was greater. There was evidence of a progression
in destination choice with increasing package holiday experience.
These profiles of the average summer sun package tourist and holiday serve to present a generalised
picture and a base for comparison with studies which might be done elsewhere. They accord with a common
image of sun package tourists and holidays as being standardised consumers and products. Yet considerable
diversity exists, as revealed by the detailed results of the survey and as was evident in interviewing, so that
there is a danger of stereotyping to too great an extent (Enoch, 1996). There is a need to explore further the
level and nature of the uniformity and diversity in package holiday taking, in Ireland and elsewhere. Another
research approach would be to survey tourists returning from package holidays, in order to understand more
fully the nature of the holiday taken and to compare expectation with experience. While the survey method
has limitations, such studies of package holiday-makers and other segments of tourists would complement the
conceptual literature on tourism in general.

Summer Sun Tourism 115
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