Consumer value and self-image congruency at different stages of timeshare ownership

Abstract

An understanding of customers’ perceptions of value is fundamental to the competitive nature of all industries. Using the timeshare resort sector as a context for our studies, we explore the ways in which consumers, grouped according to their timeshare ownership stage, perceive value. Data were collected from three samples: non-owners of timeshare, recent purchasers of timeshare, and longer-term timeshare owners. Value was shown to be multi-dimensional, with a stable pattern of eleven correlated value factors evident in all three samples. The groups differed in their assessments of the different dimensions of value. In all groups, however, value was positively correlated with attitudes and future intentions regarding timeshare. Self-image congruency explained additional criterion variance. The findings demonstrate that, even among consumers who have never used timeshare, value and self-image congruency are substantial and unique predictors of attitudes and intentions regarding this tourism product.