A profile of spa-goers in the U.S. luxury hotels and resorts: a posteriori market segmentation approach

ABSTRACT

A spa is one amenity that enhances the overall experience of hotel guests, which in turn, generates significant revenue for luxury hotels and resorts in the U.S. Little research has examined spa-goer motives and whether spa-goers can be segmented both for service value and effective marketing mix. This study segmented spa guests in luxury hotels and resorts by motivation and compared them using socio-demographic characteristics and past experiences. In this study, we performed a series of multivariate statistical analyses for 309 survey respondents in the U.S. to segment spa-goers staying in luxury hotels and resorts. Pleasure pursuers find spas more attractive if the spas have entertainment or they can visit with friends or purchase spa products. Healing pursuers visit spas to ease emotional stress and spiritual fatigue. Relaxation pursuers tend to use spa treatments as a relief from daily routines. The implications for luxury spa marketing strategies are discussed.

水疗是一种提高酒店客人整体体验的便利设施，而这反过来又为美国的豪华酒店和度假村带来了可观的收入.很少有研究调查过温泉游客的动机，以及温泉游客是否可以从服务价值和有效的营销组合两方面进行细分.本研究通过动机对豪华酒店和度假村的水疗客人进行了分类，并利用社会人口学特征和过去的经验对他们进行了比较.在这项研究中，我们对美国309名调查对象进行了一系列多变量统计分析，以划分住在豪华酒店和度假村的温泉游客.如果水疗中心有娱乐活动，或者他们可以和朋友一起参观或购买水疗产品，那么寻欢作乐的人会发现水疗中心更具吸引力.寻求治疗的人去温泉疗养，以缓解情绪压力和精神疲劳。休闲爱好者倾向于使用水疗来缓解日常生活中的压力.讨论了豪华水疗市场营销策略的含义.

KEYWORDS:

• Spa
• spa-goers
• luxury spa segment
• luxury hotel
• luxury resort

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.