Understanding the image of self-contained and serviced apartments: the case of sun and beach destinations

Abstract

Self-contained and serviced apartments (SCSAs) are a primary offering at some destinations. To improve offerings for this type of accommodation, and consequently the competitiveness of the destination, understanding the direct or composite variables (i.e., dimensions that determine the image of SCSAs and the variables’ effect on the overall image of the accommodation product) is important. However, despite the apparent importance for commercial success, no previous research analyzed the nature of this image. This study, conducted in Gran Canaria, Canary Islands (Spain), encompasses a sample of 271 tourists, lodged at SCSAs, who completed a questionnaire at the airport departure terminal. An exploratory factor analysis examined both dimensions (cognitive and affective) followed by a logistic regression to analyze the influence of the different dimensions on the overall image of SCSAs. The empirical results suggest that, indeed, both main dimensions influence SCSAs’ overall image. For SCSAs on the Canary Islands, affective image is the formation of one factor—“SCSA’s affective image”—whereas cognitive image forms from seven factors. The logistic regression of the data further revealed that “SCSA affective image” is the most influential factor on SCSAs’ overall image, followed by four cognitive factors: “Personnel and cleanliness,” “Primary services,” “Outdoor areas,” and “Kitchen.” Such prioritizing provides destination marketing organizations with detailed information for better integrating marketing initiatives and, for owners, measures directed toward improving SCSA services and facilities.