Influence of Wellness Value on Tourists’ Intention to Revisit a Spa: A Case Study of Health Land Spa & Massage in Bangkok

Abstract

Wellness tourism plays a significant role in the economic and tourism industry in many countries, especially in Thailand. Considering motivations for well-being and the uniqueness of Thai massage and spa, some tourists include wellness activities as part of their trip. Hence, many international tourists regard spa and massage as a must-try experience when traveling to Thailand. In the same vein, many businesses offer a variety of services, ambiences, and experiences to attract more customers. However, for wellness providers and business competition, customer revisit is both crucial for competitive advantage and challenging to maintain sustainability.  This study investigates the relationship between perceived wellness value and tourists’ intention to revisit a spa, comparing tourists who receive only a single service type with tourists who use variety of services. It also examines service type satisfaction, spa ambience, and relaxation as predictors for perceived wellness value from international tourists. To collect data from real tourists visiting a wellness venue, this study uses Health Land Spa & Massage, one of the largest spa chains in Bangkok, Thailand, as a case study to examine their intrinsic responses and revisit intentions. An online questionnaire was used to collect data from international spa and massage customers of various nationalities who agreed to participate in the survey. Statistical analyses were conducted to test causal relationships among variables and mean differences between groups. The findings reveal a statistically significant difference between tourists who use a single service and those who use a variety of service types. Moreover, service type satisfaction, ambience, and relaxation contribute to perceived wellness value, fostering an intention to visit a spa and massage venue. Based on these results, both theoretical and practical implications for spa and massage businesses are discussed, along with relevant suggestions. Therefore, spa businesses can adjust their strategies to effectively enhance sales.