Title: Timeshare brand affiliation impacts

Authors: Tammie J. Kaufman; Catherine Curtis; Randall S. Upchurch

Addresses: Food Service and Lodging Management, Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32819, USA ' School of Hospitality and Tourism Management, Florida International University, 3000 N.E. 151st Street, North Miami, FL 33181, USA ' School of Hospitality Leadership, College of Management, University of Wisconsin – Stout, 415 10th Avenue, HE 443, Menomonie, WI 54751-0790, USA

Abstract: Over the past two decades, internationally branded hotel companies have continued their expansion efforts into the vacation ownership/timeshare resort industry. This act of adding timeshare resorts to the parent company’s already existing hotel and resort collection entailed strategic decisions that ranged from: market share, portfolio risk management and crossover financial gains. To address the association of this latter relationship, the authors surveyed vacation ownership consumers’ overall satisfaction with their timeshare resort interval purchase. This was associated with the likelihood of using the parent company’s traditional lodging products for business and leisure purposes. The results indicate that crossover gains do accrue from sustained consumer loyalty as portrayed by increased usage of traditional lodging providers for business and leisure purposes.

Keywords: crossover gains; timeshare ownership; brand affiliation; product satisfaction; product referral; timeshare resorts; market share; portfolio risk management; vacation ownership; customer satisfaction; consumer loyalty.

DOI: 10.1504/IJBEAM.2011.044126

International Journal of the Built Environment and Asset Management, 2011 Vol.1 No.1, pp.4 - 13

Published online: 09 Dec 2011 *