Abstract
Well-being tourism is a $639 billion market. Spa tourism is considered the most important segment within this market. The present study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) model to analyse tourists’ purchase intentions regarding a thermal suite. The model was originally designed to analyse users’ acceptance of new technologies. The original contribution of this paper is to apply it to a non-technological service. Specifically, data were collected through a questionnaire administered to a sample of 810 potential Spanish spa-goers. A consistent partial least squares (PLSc) SEM technique was used. The proposed model explains 53.3% of the variance in Purchase Intentions regarding the thermal suite. Performance expectancy is the variable that plays the greatest role in tourists’ purchase intentions, followed by hedonic motivation.
Highlights
The well-being industry is a growing multi-trillion dollar a year global business [1].Within this market, the specific segment of spa tourism is promising and is expected to grow continuously in coming years [2]
The UTAUT models have been widely used in the context of new technologies, but they have rarely been applied to non-technological services
The results show that Performance Expectancy had a significant positive effect on Purchase Intentions
Summary
The well-being industry is a growing multi-trillion dollar a year global business [1] Within this market, the specific segment of spa tourism is promising and is expected to grow continuously in coming years [2]. Aiming to capitalise on this emerging market, many national tourism organisations have started to use well-being tourism as a major resource in their promotional campaigns [10]. In this context, they often highlight spas, as they are the most well-known type of well-being facility [11]. Tourism gives water resources great potential, because it facilitates the development of such attractive resources [12]
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