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Abstract

This study attempted to quantify intention to return to a vacation rental along the Florida/Alabama Gulf Coast. Compounding this was the 2010 Deepwater Horizon oil spill disaster. We examined the intention to return to a vacation rental (nontraditional whole-ownership condominium resorts), as well as investigated marketing/retention efforts following the oil spill disaster and data on tourists’ trends over the summers of 2010 – 2013 via bed tax data. Data on tourists' trends since the oil spill provided inference on the resilience of resort tourism in the area. Qualitative interviews with key informants of property management companies allowed analysis of customer retention efforts. Bed tax data in the region indicated strong growth from 2010—2013. Customer intention to return was most strongly influenced by proximity and amenities. Retention efforts after the spill focused on targeted messaging that built social capital values of trust and networks, thus improving resilience and moderating the customer perceptions of oil spill impacts in the region.

Keywords

resorts, disaster, Gulf Coast, retention, resilience

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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