Pelegrín-Borondo Jorge, Araújo-Vila Noelia, Fraiz-Brea Jose A
Economics and Business Department, University of La Rioja, 26006 Logroño, Spain.
Faculty of Business and Tourism, University of Vigo, 32004 Ourense, Spain.
Healthcare (Basel). 2020 Dec 9;8(4):544. doi: 10.3390/healthcare8040544.
Spa tourism is considered one of the most important segments of the $639 billion wellness market. The literature refers to two types of spa tourists: wellness tourists and healthcare/medical tourists. However, virtually no studies have compared spa choice models between these two segments. The present study uses the Cognitive-Affective-Normative (CAN) model to compare the variables that explain purchase intention in relation to spas between the two segments. Data were collected through a questionnaire administered to a sample of 810 potential Spanish spa-goers, and consistent partial least squares (PLSc) structural equation modeling (SEM) was used. Contrary to what might be expected, no major differences were found between the spa choice models for wellness tourists and for healthcare/medical tourists. The results show that R2 and Q2 were similar for both models. The most influential variable was performance expectancy, and differences were only found in the influence of the pleasure variable.
温泉旅游被认为是价值6390亿美元的健康市场中最重要的细分领域之一。文献中提到了两种类型的温泉游客：健康游客和医疗游客。然而，实际上没有研究比较过这两个细分群体之间的温泉选择模式。本研究使用认知-情感-规范（CAN）模型来比较解释这两个细分群体在温泉购买意愿方面的变量。数据通过对810名潜在的西班牙温泉游客样本进行问卷调查收集，并使用了一致性偏最小二乘法（PLSc）结构方程模型（SEM）。与预期相反，健康游客和医疗游客的温泉选择模式之间没有发现重大差异。结果表明，两个模型的R2和Q2相似。最具影响力的变量是绩效期望，仅在愉悦变量的影响方面发现了差异。
