Spa hotels: Factors promoting wellness travelers’ postpurchase behavior

Heesup Han1, Pham Thi Mai Thuong1, Kiattipoom Kiatkawsin1, Hyungseo Bobby Ryu2, Jinkyung (Jenny) Kim3, Wansoo Kim4
1College of Hospitality and Tourism Management, Sejong University, Republic of Korea
2School of Hospitality and Tourism Management, Kyungsung University, Republic of Korea
3Brand, Marketing, Sales and Consumer Services, Marriott International Seoul, Republic of Korea
4Department of Tourism Management, Dong-A University, Republic of Korea
Cite this article:  Han, H., Thuong, P., Kiatkawsin, K., Ryu, H., Kim, J., & Kim, W. (2019). Spa hotels: Factors promoting wellness travelers’ postpurchase behavior. Social Behavior and Personality: An international journal, 47, e7605.

Volume 47 Issue 6 | e7605 | Published: June 2019 | DOI: https://doi.org/10.2224/sbp.7605

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Our purpose in this study was to provide a clear understanding of spa hotel customers’ behavioral intention formation by examining the intricate relationships among quality, emotion (pleasure and arousal), satisfaction, and desire, and their effect on behavioral intention. Participants were 300 customers who had visited a spa hotel and used spa services in South Korea at least once within the past 3 years. Results showed the criticality of 3 spa quality dimensions (tangibility, assurance, and empathy) in eliciting pleasure. In addition, pleasure significantly contributed to improving satisfaction and desire, both of which led to behavioral intention. Results also showed that pleasure, satisfaction, and desire played a crucial mediating role in the theoretical framework. Finally, we successfully built a theoretical framework that efficiently links spa quality  emotion satisfaction/desire behavioral intention in a sequential manner.

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