Evaluating the value proposition of developing a vacation ownership resort: the case of Florida and Hawaii

Purpose This paper aims to examine the value proposition of developing a vacation ownership project in Florida and Hawaii by analyzing actual company data. Design/methodology/approach The study is based on a net present value model approach that was used for analysis of the company financial data. Findings Results suggest that the vacation ownership alternative produces better financial performance than traditional hotel development. Research limitations/implications Research is limited to the case of a company in two main destinations. Practical implications The paper helps practitioners by presenting a current approach to consider in their understanding and perception of vacation ownership. Social implications Research is limited to the case of a company in two main destinations. Originality/value This study is one of the few investigations about applying real company data and comparing the main timeshare markets.