A Predictive Model of Behavioral Intention to Visit a Spa:An Extended Theory of Planned Behavior

Spas are one of the fastest-growing market segments in the hospitality and tourism industry and one of the most distinctive amenities in luxury hotels and resorts, but little attention has been paid to spa-goers' perceived benefits and motivational influences. One aim of the predictive model testing outlined in this paper is to examine individuals' behavioral intention to visit a spa, by applying the extended theory of planned behavior. The survey questionnaire was developed and collected in a Midwestern state in the USA. The theoretical model of spa visiting intentions was tested and confirmed via Structural Equation Modeling (SEM). Test results indicated that "perceived behavioral control," "past experience," "spiritual wellness," and "attitude" appeared to be significant predictors of individuals' behavioral intention to visit a spa. The marketing implications of the study are discussed.