The aim of this article is to examine the factors, which motivate travelers to look for spa experiences, especially the Hong Kong spa-goers. It analyzes perceptions towards the spa and the identification of spa-goers in terms of socio-demographic characteristics and motivational factors. A sample of 302 respondents was used in analyzing 21 motivating factors that concluded with escape, relaxation and relief, self-reward and indulgence, and health and beauty being the factors that motivate the spa-goers travelers. Generally, the paper analyzes motivational factors and socio-demographic benefits that Hong Kong travelers view towards spa experiences.
The spa is viewed differently by different cultures, different travelers, and in different parts of the globe. The spa has been a common initiative for most travelers an aspect that is not fully understood when it comes to Asian countries. Motivation factors that are evident in other countries e.g. Europe and the United States may not be the same as those that are experienced in Asian countries. Thus, the authors venture into understanding motivational factors and experiences that are achieved by spa-goers in countries within Asian countries. This will enable understanding and for marketers to know factors that will improve their spa industry.
The survey was used to analyze the travelers in understanding factors that motivate them to visit the spa and their previous experiences in the spa. A questionnaire that was provided in both Chinese and English was emailed to respective participants through addresses, which the researchers and supporting staff had. The authors employed such a strategy to be able to have information and data from varied respondents with different perspectives towards the spa. The questionnaire was grouped into three parts: past experiences, motivational factors, and socio-demographic information. The three parts ensured that it conclusively obtained information concerning their experiences and aims towards the spa.
Validity of any study or research is crucial, a point that was highly considered by the authors. The authors ensured that they had the base questions through analyzing respondents before developing the entire questionnaire, the questionnaire was piloted tested, and the linguistic accuracy of the questionnaire was determined through help from a reputed organization. This approach ensured that the respondent’s perspectives were factored in the design of the questionnaire and at the same time the external assisting institution ensured that linguistic and requirements of the study are in place. This approach eliminates ambiguous or improves the clarity of the questionnaires.
The authors clearly bring into consideration previous researches and studies that were relevant to the study. A comparison of different theories that motivate people to achieve aims and objectives has been clearly discussed. The authors blend different views from different authors in shaping and precisely directing the appropriate way towards fulfilling the requirements of the given study. In fact, the core aims of the study: experiences, motivation, and socio-demographic are brought into consideration through analysis of previous understandings and research.
The study utilizes both qualitative and quantitative data in ensuring the study fulfills its requirements. In quantitative data, 302 respondents’ information was utilized through e-mailing them the appropriate questioners. 76.5% of the respondents were female while 23.5% were males. In fact, these proportions are to some extent, the same as previous researches that place men utilization of spa to be 29% while female is 71%. Generally, the data that was obtained were grouped into five groups: gender, age, educational level, marital status, occupation and personal incomes. Each grouped was then analyzed differently. Analysis of the quantitative data was achieved through the help of t-test and one way ANOVA. Utilization of these approaches ensures that the data that was obtained was relevant and appropriate towards the aims that were set into play. Moreover, the variable data that was obtained were regrouped into larger groups to ensure that statistical validity is achieved.
Qualitative data was used to obtain data that showed previous experiences. It was assumed that the level of motivation ranges from 1 to 5, in which 1 for less motivation while 5 for the most motivational factors with the help of the five-point Likert scale. The data was then analyzed with the help of factor analysis. The data that was obtained showed that 94.4% visited the spas because of relaxation and 52.0% for pampering, while a smaller number showed that they visited the spa for health reasons. The authors did not factor credibility; rather they concentrated on the reliability of the data that they obtained through the use Cronbach’s alpha coefficient, which showed that the data that was obtained was reliable. Moreover, internal validity was ensured through pilot testing the study and utilizing experienced people during the construction of the questionnaire. Its validity was also championed by sending the questionnaires to many different people.
The original aim of the study was to understand reasons behind Hong Kong spa-goers traveling in Asian countries. Through the help of factor analysis, the authors were able to pinpoint that the main motivational factors included relaxation and relief, escape, self-reward and indulgence, and health and beauty. The study and data that was obtained was able to understand the motivating factors and reasons behind the way that Asian citizens view spa. The authors were able to understand the unique features that are associated with Hong Kong spa-goers in relation to American and European counterparts. The data that was obtained and its analysis have clearly shown that the requirements of Hong Kong spa-goers are unique. Thus, their motivational factors are also unique.
The article had three main points to fulfill – previous experiences, motivational and socio-demographic factors. The study that was carried out with the accompanying analysis of data that was obtained has clearly shown the distinctive nature of Hong Kong spa-goers. Thus, the article was able to accomplish its requirements through showing the motivational factors that makes Asia destinations lucrative in the near future. Moreover, the article pinpoints means and strategies that spa industry stakeholders may utilize to succeed in the spa industry.
Tourism institutions and organizations will likely utilize this article to understand the nature of their spa visitors. This will ensure that the motivational factors that are exhibited by the Hong Kong spa-goers may be maximized to achieve the requirements of tourism and leisure facilities and spots. Thus, the audiences who will appreciate the article are the leisure marketers, management of these institutions and other stakeholders who have interest in the leisure and especially spa industry. At the same time, the spa-goers may use it to compare their positions towards the larger picture of Hong Kong spa-goers.
Tourism industry is a sector that utilizes a range of natural resources and ensures that hospitality industry survives. The article shows the unique features that are attributed to persons from Asian countries in ensuring that they are motivated towards utilizing hospitality services such as the spa. This means that the article clearly illustrates maximization of spa activities and ensuring that socio-demographic factors are factored in ensuring that the spa-goers have been understood and relevant needs are provided. The article brings together various points in ensuring that the marketer and hospitality stakeholders understand the requirements of their customers. Thus, the article was selected to understand the requirements of spa-goers in Hong Kong, since it is a thriving market that has no proper understanding of its customers.
The paper is professional written bringing together all factors that fulfills the aim of the paper. The authors achieved the aim of the paper through analyzing the data that they received and at the same time ensure that its validity and credibility is factored in each of the process. The conclusion and recommendations satisfies the aim of the paper. Professionally, the study as achieved its requirements through understanding motivational factors of Hong Kong spa-goers. The way that the questionnaire was designed, through its validation and the way that the respondents data was analyzed clearly indicates that authors have done a conclusive work. Moreover, they (authors) reviewed literature in ensuring that the audience of the article clearly understands and appreciates its contents forming the background that the audience will utilize.
References
Mark, H. N., Wong, K.K. & Chang, C. Health or Self-indulgence? The Motivations and Characteristics of Spa-goers, International Journal of Tourism Research, 11, (2009): 185 – 199