The objective of this study was to understand the actual self-concept and the concept of second homes as well as the behaviour of second home owners who do not let their properties. Low utilisation of these homes and apartments by the owners has led to heavy economic and social costs. So far, academic research has strongly focused on (1) quantity and quality of second homes (rented and non-rented), (2) on distribution systems and intermediaries as well as (3) on holiday home customers. However, research on the owners themselves has been scarce and sketchy. Using a self administrated questionnaire for the collection of the data and the following discriminant analysis, lifestyle patterns were discovered. Results from 1045 non-renters in the Alpenarena area of Switzerland, indicate that the level of letting of second homes depends on when the second home was purchased and on the owner's age. Owners' self-concepts and concepts of their second homes also varied with age. The findings are used to suggest strategies and incentives to encourage owners to let second homes.
