Tourism motivations in SPA tourism

Abstract

SPA Tourism is currently one of the largest growing tourism sectors. SPA Tourism is a variant of health and wellness tourism and has associated concepts such as well-being, happiness, quality of life, holistic practices and spiritual beliefs. Notwithstanding the importance and the growing interest in health and wellness tourism, there are still few studies focused on SPA Tourism, particularly regarding the determinants of demand in this type of tourism such as the motivations. Thus, this study aimed a conceptual analysis of the SPA Tourism and the motivations underlying their search. Specifically, a scale of motivation measurement is proposed - SPA TMOTV Scale - which integrates eight dimensions of motivation for SPA Tourism consumption: (1) rejuvenation, (2) socialization and enthusiasm, (3) hedonism, (4) obsession with health and beauty, (5) relaxation, (6) escape, (7) holistic practices and (8) prestige. The work intends to be a useful instrument for the management of SPA Tourism facilities with regard to communication, marketing and segmentation of the SPA tourism product.