Choi Myungsuk, Poade Donna, Sohn Minsung, Choi Mankyu
Author Affiliations: Korea University, Seoul, Korea.
Health Care Manag (Frederick). 2016 Jul-Sep;35(3):241-50. doi: 10.1097/HCM.0000000000000121.
Dissemination of spa services across the globe and its market saturation drive demand for differentiated communication methods. This study aims to explore the influential factors on spa goers' repeated visits and their practical applications in the health and wellness spa industry. The identified factors were used as the measurement variables to examine the relation with spa goers' repeated visits. The proposed concept was tested by a mixed method combining a self-administered questionnaire and semistructured interview with 54 survey participants and 6 interviewees. It was meaningful to use a sample of the UK spa goers from the southwest region since global spa trends stem from the EU spas, and the United Kingdom is one of the market leaders. The data were analyzed using frequency, percentage, multiple logistic regression analysis, and coding process. The survey findings demonstrated that the most significant influential factor on the repeated spa visits is a memorable experience of which showed 13.7 times higher probability than the reference up-to-date facility. The details of memorable experiences were discovered throughout the interviews that include the rediscovery of self, feeling of connectedness, recharge for positive emotions, self-reward through escapism, and experience of noncommercialized local products and attractions. Therefore, using experiential marketing methods can be effective spa service marketing.
水疗服务在全球范围内的传播及其市场饱和推动了对差异化沟通方式的需求。本研究旨在探讨影响水疗爱好者重复光顾的因素及其在健康水疗行业中的实际应用。所确定的因素被用作测量变量，以检验与水疗爱好者重复光顾的关系。通过对54名调查参与者和6名受访者进行自填式问卷调查和半结构化访谈相结合的混合方法，对所提出的概念进行了测试。使用来自英国西南部地区的水疗爱好者样本是有意义的，因为全球水疗趋势源于欧盟的水疗中心，而英国是市场领导者之一。使用频率、百分比、多元逻辑回归分析和编码过程对数据进行了分析。调查结果表明，对重复光顾水疗中心影响最大的因素是一次难忘的体验，其出现的概率比参照的最新设施高出13.7倍。通过访谈发现了难忘体验的细节，包括自我重新发现、联系感、积极情绪的充电、通过逃避现实进行自我奖励以及体验未商业化的当地产品和景点。因此，使用体验式营销方法可以成为有效的水疗服务营销方式。
