Trade-Off Analysis of Perceived Customer Value: The Case of a Travel Vacation Club

ABSTRACT. Perceived value has been described as a tradeoff between customer sacrifice and the benefits received in return. However, con-spicuously absent in the travel marketing literature is the examination of the actual tradeoff that prevails between the sacrifice and the returns. Us-ing principal components factor analysis, the study first identified the underlying dimensions of perceived value of membership in a travel va-cation club. Thereon, differences in perceived value dimensions were determined based on the primary motivations for membership. Results indicate significant differences in perceived value between the three mo-tivations for membership initiation (convenience, packages offered, and monetary reasons). The findings of the study provide insights for market segmentation and tailored communications. Theoretical implications are also discussed. [Article copies available for a fee from The Haworth Docu