Journal
JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
Volume 28, Issue 8, Pages 1032-1052Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/19368623.2019.1582396
Keywords
Spa; spa-goers; luxury spa segment; luxury hotel; luxury resort
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A spa is one amenity that enhances the overall experience of hotel guests, which in turn, generates significant revenue for luxury hotels and resorts in the U.S. Little research has examined spa-goer motives and whether spa-goers can be segmented both for service value and effective marketing mix. This study segmented spa guests in luxury hotels and resorts by motivation and compared them using socio-demographic characteristics and past experiences. In this study, we performed a series of multivariate statistical analyses for 309 survey respondents in the U.S. to segment spa-goers staying in luxury hotels and resorts. Pleasure pursuers find spas more attractive if the spas have entertainment or they can visit with friends or purchase spa products. Healing pursuers visit spas to ease emotional stress and spiritual fatigue. Relaxation pursuers tend to use spa treatments as a relief from daily routines. The implications for luxury spa marketing strategies are discussed.
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