Identification of the profiles of women who take holiday decisions

Purpose – This study aims to identify typologies of women who take holiday decisions within the couple, characterizing their profile through their lifestyles and some socio-demographic variables. Design/methodology/approach – The information was obtained through a survey addressed to Spanish women who were married or lived with their partner. Data were used to perform two types of analyses: scales validation and cluster analysis. Findings – Three different groups have been found depending on the importance the women give to pre- and during-holiday decisions. These groups present specific socio-demographic characteristics, interests and opinions. However, findings reveal the need for further research into women's lifestyles as an explanatory variable. Research limitations/implications – This information will contribute not only to the academic knowledge, but will also help tourist managers to create competitive offers. It will also allow managers to implement more efficient promotional campaigns with the aim of attracting female tourists. Originality/value – A classification of women, based on their holiday decisions, their lifestyles (activities, interest and opinions, AIO scale) and on some socio-demographic variables (age, time living with the partner, children, occupation, level of studies, personal and family income, etc.), is provided in order to characterise them.