Little guidance exists in the literature with respect to research and evaluation of opportunities to use advanced marketing segmentation to understand resort hotel leisure service. In this study, the authors integrate existing frameworks to assist in filling this void. A scale based on the research of Hawkins et al. (Consumer Behavior: Building Marketing Strategy, 8th ed., Irwin McGraw Hill, London, 2001), Zins (“Leisure Travel Choice Models of Theme Hotels Using Psychographics,” J. Leisure Res., Vol. 36, No. 4, 1998, pp. 3–15), and Zheng and Liu (2003) is redesigned to explore resort guests’ vacation lifestyles in Taiwan. A total of 23 items were adopted, some of which were modified to reduce potential problems such as culture difference and item variance. Major Taiwan resort hotels were chosen as subjects for empirical study. The results show stability and consistency in the new scale and suggest it is helpful in exploring and gaining a deeper understanding of Taiwan resort guests’ vacation lifestyles.
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