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

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.