Study On The Effects Of Spa Tourists' Motivations On The Post-purchase Behavioral Intention

With the emerging of health tourism,spa tourism is becoming increasingly popular among the average.It has changed from medical-orientation into leisure-orientation.By the development of decade years,the emergence of large hot spring resorts feature outdoor hot spring,which blend caring,leisure and fitness,representing hot spring tourism in China has moved into a new era.The spa tourism industry is at a turning point,compared with its first targeted customer position and image,the spa tourism product and targeted market have both changed a lot.So we need to combine the needs of spa tourists and the characteristics of modern time.It is of great significance to know the characteristics of the spa tourists by understanding their motivations and the post-purchase behavioral intention,which means a lot to expand the spa tourism market and enhance the brand power.Based on the literature review of spa tourism,travel motivation and behavioral intention,this paper proposed hypotheses and constructs the conceptual model.Having designed a spa tourism questionnaire after choosing the measurement index of the key variables.We collected 213 valid samples by investigating those people who have experienced spa traveling.As for the research method,this paper used the software SPSS20.0 to analyze the collected data.Through testing reliability and validity and principal component factors,overall results suggest that six dimensions comprise the central backbone of travel motivation.They are relaxation motivation,escaping motivation,health and beauty motivation,family togetherness and social motivation,seeking novelty motivation,cultural exploration motivation.Finally by building a regression model between travel motivation and post-purchase behavioral intention to show that the two variables are significantly correlated.Through ANOVA,independent T-test and mean comparison,it turned out to be that age,gender,income and education level had significant effects on some dimensions of travel motivation,whereas occupation had nothing to do with travel motivation.According to the conclusions above,this paper came up with some specific ideas about product development and marketing strategies,including creating relaxing atmosphere,offering escaping areas,combining health and beauty elements,strengthening social function,turning first visiting tourists into revisiting ones,environmental management and something like that.The innovation of this paper lies in two aspects:Firstly,this paper made a measurable scale of spa tourists' motivation in a scientific way.Secondly,it put the theory of motivation and behavioral intention into a new field,adding the domestic research on spa tourism field.This paper aimed to help the hot spring resorts realize the sustainable development and enhance the attraction of the spa tourism resorts by meeting those tourists'needs.