In recent times, the Australian timeshare industry has grown exponentially. The number of Australian timeshare resorts increased from five in 1995 to 110 resorts in 2004. Since 2000, ownership of Australian timeshare has increased by approximately 50 per cent, and average annual net sales grew to $173 million.
In 2005 nearly 115 000 Australians owned timeshare. As evidenced by these statistics, timeshare is the fastest growing segment of Australia's tourism industry. Clearly, the industry is large, growing, and important to the Australian economy and way of life.
A recent parliamentary inquiry highlighted the need to better understand how consumers value timeshare. Therefore, this project - funded by the Australian Research Council in collaboration with the peak industry body, Australian Timeshare and Holiday Ownership Council Ltd - will develop and validate an instrument to measure value across three critical phases:
- Pre-purchase
- Point of sale
- Ownership
Purpose
- To identify the nature of consumer value, particularly its dimensionality, temporal stability, and contextual sensitivity
- To place the value construct within a broader theoretical context that includes likely antecedents, correlates and consequences
- To develop reliable and valid self-report scales that measure global consumer value and each of its facets within the hospitality, leisure and tourism context
- To use this scale to provide a descriptive account of the value perceived to accrue from timeshare ownership at different stages of the purchase cycle
- To provide information that can be used to enhance the operation, and guide reforms to the marketing and management, of the Australian timeshare industry
- To inform government policy-making and regulation of the timeshare industry
The outcomes of this research will assist industry organisations and government by providing important information to guide the timeshare industry.