Hong Kong Millennials’ Intention to Visit Local Hotel Spas

ABSTRACT

Visiting spas has become a popular activity in Hong Kong. Particularly, millennials are increasingly prone to visiting spas, it is essential for spa managers to understand their characteristics and utilize resources in attracting them. This study aims to understand Hong Kong millennials’ behavioral intention towards local hotel spas. An online questionnaire was distributed to collect data from 250 participants. The preliminary results indicate that of the seven spa attributes examined, ‘price’ was rated as the most important, followed by ‘therapists.’ Moreover, ‘price,’ ‘location,’ ‘product,’ and ‘promotion’ were the four factors with significant impacts on millennials’ booking intention. In addition, mobile device usage was found to moderate the impact of spa attributes on millennials’ visiting intentions. Managerial implications are discussed.

摘要

在香港，水疗已成为一项很受欢迎的活动。尤其是千禧一代越来越倾向于去温泉，因此，了解他们的特点和利用资源来吸引他们很重要。本研究旨在了解香港千禧一代对本地酒店水疗的行为意向。通过发放在线问卷，本研究收集了250名参与者的数据。结果显示，在七项水疗属性中，‘价格’被评为最重要的，其次是‘治疗师’。此外，‘价格’、‘地点’、‘产品’和‘促销’是对千禧一代预订意向有显著影响的四个因素。此研究还发现移动设备的使用可以调节水疗属性对千禧一代访问意愿的影响。本文对水疗管理提出了管理建议。

KEYWORDS:

• Hong Kong
• millennials
• spa
• mobile usage
• technology

关键字:

• 香港
• 千禧一代
• 水疗
• 移动设备
• 科技

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the School of Hotel and Tourism Management, The Hong Kong Polytechnic University [G-UAE9].

Notes on contributors

Lok Yan Jessie Lam

Lok Yan Jessie Lam is a BSc (Hons) student in Hotel Management in the School of Hotel and Tourism Management at the Hong Kong Polytechnic University, Hong Kong SAR, China (E-mail: [email protected]).

Yixing (Lisa) Gao

Yixing (Lisa) Gao is an Assistant Professor in the School of Hotel and Tourism Management at the Hong Kong Polytechnic University, Hong Kong SAR, China. She holds a PhD in hospitality management from the Pennsylvania State University. Her research focuses on corporate social responsibility issues and consumer behavior (E-mail: [email protected]).