Principles and practices of Spa Consumer Behaviour

The spa industry is complex and multifaceted, encompassing a variety of markets, each with specific consumer behavioural characteristics (SRI, 2008; Beattie, 2011). Spa consumer behaviour research is still in its infancy, and to date there remains a need to develop a deeper understanding of consumer behavioural characteristics. This chapter provides students with an understanding of the principles of consumer behaviour as applicable to spa consumers. The chapter begins with a discussion on the current and emerging regional patterns of demand for spa, discussing some of the key stimulants. It then moves on to highlight the challenges in identifying types of demands for spa. The chapter then presents and discusses the main concepts of consumer behaviour in spa, including key models derived from related disciplines of marketing, business, tourism and hospitality, which can be used to understand the complexities of spa guests’ behaviour. The chapter concludes with a discussion on how the understanding of consumer behaviour in spa is vital for marketers and business operators alike