The Role of Functional and Wellness Values in Visitors' Evaluation of Spa Experiences

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Benjamin Hickerson, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:

Abstract: By responding to the current emphasis on health and wellness in modern society, the spa industry has experienced a rapid growth in the last two decades. To understand the determinants of revisitation and long-term attitudinal loyalty, this study investigated how visitors perceive the potential value of spa experiences. The purpose of this study was to examine the role of two distinct dimensions of perceived value (functional and wellness values) in spa visitors' decision-making process for future behavior. Based on the framework of “quality-perceived value-satisfaction-behavioral intention”, a field survey was conducted to test the mediating role of functional and wellness values in the case of Jinan Red Ginseng Spa located in South Korea. The findings provide further information to explain the underlying mechanisms for increasing spa visitors' behavioral intention to revisit and recommend.

Additional Information

Asia Pacific Journal of Tourism Research
Language: English
Date: 2014
spa, health tourism, functional value, wellness value, behavioral

Email this document to