This paper explores whether young men and women, the main target market for mainstream nightclubs and bars, have similar or different preference priorities in respect of a fi rst and subsequent visit to these venues. It suggests that an understanding of the gendered nature of place and the differing preferences of men and women can assist businesses in shaping their products and services around the needs of their customers. It suggests that this can be done through a study of preferences and expectations for price and non-price mechanisms of differentiation. In Phase 1 of the research, purposive sampling examined men and women ’ s attitudes to the servicescape and offerings by mainstream nightclubs and bars. In Phase 2 of the research, the emerging themes were tested using quantitative data gathered by means of a questionnaire. The results highlight differences as well as similarities, in terms of the importance to men and women of various elements of the servicescape and service offering. In a saturated and competitive marketplace, these fi ndings can assist mainstream venues within the late-night economy improve their competitive position. They can do this by isolating the elements that are gendered, thereby providing the venues with the opportunity to deliver service offerings that match these preferences and expectations.
|Pages (from-to)||61 - 79|
|Number of pages||18|
|Journal||Tourism and Hospitality Research|
|Publication status||Published - 1 Jan 2009|