Abstract
Abstract The purpose of this study is to reveal the differences in the motivations of Japanese spa tourists on weekends as opposed to weekdays using a factor-cluster market segmentation approach. “Spas (ONSEN)” are some of the most popular tourist destinations in Japan, and tourists visit specific spa destinations to enjoy their unique qualities. In this study, we collected push motivation data from a questionnaire and separated respondents into weekend and weekday samples. The weekend and weekday motivation factors were derived from 54 motivation items through factor analysis. As a result of cluster analysis, weekend tourists were divided into three clusters and weekday tourists were segmented into four clusters. Through a comparison of the results for weekends and weekdays, we find the following. First, weekday tourists have clearer motivations than do weekend tourists. Second, both weekend and weekday tourists seek “soothing” when they travel to spas. Our results have marketing implications for spa operators: they will likely benefit from targeting their promotional strategies to the specific weekend and weekday tourist markets.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
