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

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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.
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