香港千禧一代对当地酒店水疗的访问意向

Visiting spas has become a popular activity in Hong Kong. Particularly, millennials are increasingly prone to visiting spas, it is essential for spa managers to understand their characteristics and utilize resources in attracting them. This study aims to understand Hong Kong millennials’ behavioral intention towards local hotel spas. An online questionnaire was distributed to collect data from 250 participants. The preliminary results indicate that of the seven spa attributes examined, ‘price’ was rated as the most important, followed by ‘therapists.’ Moreover, ‘price,’ ‘location,’ ‘product,’ and ‘promotion’ were the four factors with significant impacts on millennials’ booking intention. In addition, mobile device usage was found to moderate the impact of spa attributes on millennials’ visiting intentions. Managerial implications are discussed.