Spa-goers’ Characteristics, Motivations, Preferences and Perceptions: Evidence from Elounda, Crete

Nikolaos Trihas; Anastasia Konstantarou

doi:10.6092/issn.2036-5195/6300

Authors

Nikolaos Trihas Technological Educational Institute of Crete

Lecturer in the Department of Business Administration at the Technological Educational Institute of Crete, in the Advanced School of Tourism Education of Crete, and in the Postgraduate Program in “Management of Tourism Enterprises” at the Hellenic Open University in Greece, where he lectures courses on marketing, management and tourism.
Anastasia Konstantarou Technological Educational Institute of Crete
She holds a B.Sc. in Aesthetics and Cosmetology from the Technological Educational Institute of Athens, Greece. Currently, she is studying in the Department of Commerce and Marketing at the Technological Educational Institute of Crete. She has experience firstly as a spa therapist and then as spa manager, concept creator and trainer of spa cosmetics brands in Greece and abroad.

DOI:

https://doi.org/10.6092/issn.2036-5195/6300

Keywords:

Spa, Wellness, Tourism, Motivations, Crete

Abstract

Spa and wellness tourism is one of the fastest-growing market segments in the hospitality and tourism industry. The aim of this study is to investigate and identify spa-goers’ characteristics, motivations, preferences and perceptions, providing a better understanding of the main features of this type of tourists’ behavior and expectations from a spa and wellness centre. Primary quantitative research was conducted via a structured questionnaire in a sample of 123 spa customers at Elounda in Crete. The results of the study revealed a number of important factors that influence them when choosing a spa, namely the cleanliness and the maintenance of a spa, the staff knowledge and hygiene, the personnel behavior and courtesy, and the quality of services. In addition, the main reason for visiting the spa is for stress relief/relaxation, followed by physical health improvement and beauty treatments. Findings and discussion of this study are useful to industry practitioners (spa and wellness service providers who wish to develop appropriate marketing strategies and enhance customer satisfaction) and academic researchers interested in spa and wellness tourism.

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Spa-goers’ Characteristics, Motivations, Preferences and Perceptions: Evidence from Elounda, Crete

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