Page 13 - ARUBA TODAY

A13
Saturday 7 July 2018

ATSA timeshare landscape overview

ORANJESTAD ― In honor and tours, nightlife and en- weather, friendly and hap- will definitely or most likely spondents relate relaxing,
of celebrating the 40 an- tertainment, transport and py people. The least select- return to the island, which happy and friendly with
th
niversary of the Timeshare traffic, and land and sea ed items were parties and makes sense since they the atmosphere in Aruba.
Industry in Aruba, a report activities, which could be dancing, golf, and exotic are timeshare owners. The They do not, however, find
was commissioned by the reflective of the age of the experiences, as these were respondents also would parties and dancing, golf
Aruba Timeshare Associa- respondents. Respondents all viewed as not distinctive recommend that others or the exotic experience
tion, ATSA, to provide an were then asked to select or unique about Aruba. visit Aruba and that others to be distinctive or unique
overview of the island’s the three most important The next question asked purchase timeshare in Aru- on Aruba. These findings
timeshare landscape from terms when describing how respondents to describe ba. However, results show show that there are some
data collected in 2017. they perceived the mood their current timeshare that it is very unlikely that focus areas that Aruba can
The report was commis- or atmosphere in Aruba experiences here. The se- respondents would repur- use to increase its opportu-
sioned in collaboration with nity to continue to impress
Aruba Tourism Authority, guests. The repeat inten-
ATA, and prepared by the tions of guests and word
University of Aruba, UA. of mouth to friends is very
high, but the repurchase or
The following is the fourth recommendation of buy-
article in a series of six, ing a timeshare could be
summarizing the report. In improved.
one of the section of the
survey conducted in order SATISFACTION, RETURN IN-
to compile the report, re- TENTIONS AND PERCEP-
spondents were to report TIONS
on their satisfaction with A multivariate analysis of
their most recent timeshare variance (MANOVA) was
usage in Aruba. Findings also conducted on the
show that 62% of the re- three dependent variables
spondents were extremely -- overall satisfaction, return
satisfied and 24% were intention, and perception
very satisfied. The aver- of timeshare experience, in
age timeshare owner has order to determine if there
a very strong positive feel- were any statistically signifi-
ing of satisfaction about cant differences between
their last visit and usage demographics including
of their timeshare here. In age, income, gender, and
order to explore in more the number of visits to Aru-
detail, the answer to the ba.
research question noted
above, respondents were The results show that older
asked to rate their personal respondents have stron-
experiences with timeshare ger return intentions, but
on Aruba. The first question overall satisfaction and
listed 19 attributes regard- the perception of the
ing timeshare and respon- timeshare experience de-
dents were asked to com- during their most recent lections were 1=ecstatic chase another timeshare creases when compared
pared their experience stay. Most people per- and genuinely delightful, in the future in the same to younger respondents.
with their expectations. ceived the atmosphere in 2=very pleasant, 3=pleas- resort, or in another resort. Higher income respon-
Aruba as a relaxing environ- ant, 4=average, 5=unhap- dents have more positive
All the perceptions of each ment, happy, and friendly. py, 6=awful and terrible. In summary, it appears that feelings about Aruba and
of the individual attributes timeshare owners are very the timeshare experience.
related to the quality of Respondents were also The results showed that the happy with the timeshare Regarding spending data,
timeshare exceeded ex- asked about their percep- average respondents rated product, but there are a males spend more money
pectations. Among the tions regarding the most dis- their Aruba timeshare ex- few items that did not com- than females in all catego-
attributes, climate and tinctive or unique charac- periences as ecstatic and pletely exceed their expec- ries but gambling where
weather were ranked the teristics that they would as- genuinely delightful. Only tations including, sightsee- there are no significant dif-
highest. sociate with their vacation 11 respondents out of 2090 ing and tours, nightlife and ferences.
Other highly rated attri- in Aruba and they could rated their experience as entertainment, transport Younger respondents
butes were: warmth and select three of the options unhappy or awful and terri- and traffic. These items may spend more money on
kindness of the people, listed. Most of the people ble (0.5%). This shows a high be rated lower due to the watersports, and overall,
quality of the beaches, think that the unique char- level of satisfaction and amount of time the respon- higher income respondents
and choice of restaurants. acteristics in an Aruba va- positive feelings related to dents have been to Aruba. spent more money than
The lowest rated items, al- cation are white beaches the Aruba timeshare expe- They may have been on respondents with lower in-
though still above the neu- and turquoise ocean, rience. Moreover, most of the tours and are not hap- come, which should be
tral rating were: sightseeing tropical climate and sunny the respondents think they py with the traffic here. Re- expected.q