A model of marketing strategies and pull motivations influencing young consumers to visit day spas
Keywords:Marketing Strategy, Motivation, Day Spa, Consumer Behavior, Perceived Quality, and Customer Satisfaction
The spa industry is growing rapidly in the United States. The rising demand for spa services has met with an increasing number of spa businesses thus boosting overall revenue for the spa industry. Most spa research seems to be focused on hotel and resort spas even though three-fourths of all spas in the U.S. are day spas. The purpose of this study was to examine spa customers’ attitudes and behaviors when they visited day spas in the U.S. A total of 615 participants completed questionnaires. A model was examined in this study, and Structural Equation Modeling (SEM) was selected as the statistic tool to analyze the model. The findings imply that past experience has a significant influence on spa goers’ consumption. Additionally, spa consumers’ perceptions of marketing mix impact how they perceived quality and satisfaction. The results also showed that satisfied customers were more likely to become loyal customers.
How to Cite
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.