호텔 스파 서비스의 웰빙 인식이 전반적 이미지, 신뢰도, 및 재방문 의도에 미치는 영향에 관한 연구

This study verified the structural relationship between well-being perception, overall image, trust, and revisit intention perceived by customers who experienced hotel spas. To do so, a survey was conducted on customers who experienced hotel spas, and 311 significant data observations were secured. An empirical analysis was conducted via frequency, confirmatory factor, and multiple regression analyses. First, the verification results regarding the impact that both core product quality and service encounter quality of hotel spas have on customers’ well-being awareness were partially supported. Second, the verification results of the influence that the perception of well-being has on the overall image and trust of a hotel were all supported. Third, the verification results that the effect that the overall image and trust of a hotel has on a customer’s intention to revisit the hotel were all supported. Therefore, the significance of both core product quality and service encounter quality concerning hotel spas was successfully validated through the empirical analysis results, and meaningful insights were derived as evidenced by the positive effects on hotel spa customers. It is anticipated that these results will be utilized as strategic measures to encourage the revisit of hotel spa customers.