Timeshare Datashare - Recent Buyer Motivations
Provided by: ARDA International Foundation
December 2006
There are many motivations for taking a well-deserved
vacation. It could be the need to feel the warm sun and sea breeze on a
tropical beach, a burning desire to scale the face of a mountain, or
just the simple reason for “use-or-lose” earned personal
days, according to your employer HR policy. For the timeshare industry,
what motivates consumers to move one step beyond just taking a vacation
to purchasing vacation ownership?
In a study of RCI members conducted by Ragatz
Associates on behalf of ARDA International Foundation, several
motivations were revealed as to why recent timeshare buyers took that
next step. The flexibility, quality, and credibility of timeshare
ownership ranked as the top factors in that decision. The chart below
cites other attributes that contribute to the growing popularity of our
industry.
Source: Resort Timeshare Consumers: Who
They Are, Why They Buy, 2006 Edition, Ragatz Associates. Based on a
survey of 938 RCI members that purchased timeshare in 2005 with a
response rate of 9.4% and an error range of +/- 3.2%.
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