Dimension of perception and behaviour of hotel-based wellness and spa travellers: application of stimulus-organism-response model

• Published in: International Journal of Spa and Wellness
• Main Author: Murad A.; Zain N.A.M.; Hanafiah M.H.; Asyraff M.A.; Ismail H.
• Format: Article
• Language: English
• Published: Routledge 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85211429615&doi=10.1080%2f24721735.2024.2438583&partnerID=40&md5=75e9698453a0a566d64f790384c0d93f

This study explores how motivational factors such as relaxation, health and beauty treatments, escapism, and self-development impact tourist satisfaction and word-of-mouth (WOM) dissemination in wellness and spa tourism. Using the Stimulus-Organism-Response (SOR) theory, the research addresses the gaps by examining how these factors lead to positive WOM through satisfaction. Data were collected from 263 domestic tourists who visited five leading hotel-based wellness and spas in Kuala Lumpur from April to August 2023. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. Findings indicate that relaxation and relief, health and beauty treatments, and escapism strongly predict satisfaction and WOM, with self-development showing less impact. Satisfaction acts as a crucial mediator between wellness experiences and WOM dissemination. This study offers valuable insights into how specific wellness and spa experiences foster positive WOM and confirms the applicability of the SOR theory. The limitations regarding the focus on domestic tourists and geographic specificity suggest future research explore international tourists and other potential mediators or moderators like emotions or cultural differences. © 2024 Informa UK Limited, trading as Taylor & Francis Group.