Exploration of new outdoor leisure activities (glamping) during the post-pandemic era

This study is based on the means-end chain theory and adopts the laddering interview method to understand the customer's perceived value of glamping. The means-end chain theory links attributes, consequences, and values, which can help uncover interviewees' honest opinions and ultimate values they sought in glamping. A total of 40 individuals who had not previously experienced glamping were interviewed. In-depth interviews were conducted following the one-on-one ladder-style format. The results reveal that the interviewees mainly focus on the 'hardware and equipment' aspect of glamping. Moreover, the aspect that interviewees associated closest with glamping was 'comfortable accommodation.' During the COVID-19 pandemic, these interviewees were focused on improving 'their sense of well-being' and 'enjoyment of life.' Hence, the study analysis and its discussion from the management perspective can be applied to camping-related businesses. This study will enhance future academic research by explaining and applying the means-end chain theory and laddering to glamping.