Understanding Male Hotel spa-Goers in Hong Kong

Ming Chih Tsai, Eunju Suh, Charlotte Fong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

44 Citations (Scopus)


This study aimed to understand male spa-goers (a growing customer segment) in Hong Kong hotel spas by examining empirical data collected via questionnaire surveys. The results of the study indicate that the most cited reason why male spa-goers patronized a hotel spa was relaxation, and the most consumed service was body massage. The importance-performance analysis categorized 30 spa-related attributes into the four quadrants calling for hotel spa management's attention in reexamining their spa operations and features. Furthermore, five performance factors were derived: Environment, Reliability, Service Experience, Value, and Augmented Service Quality. In particular, the Environment factor was the common factor that significantly influenced male hotel spa-goers' overall satisfaction, likelihood to revisit, and likelihood to recommend. Implications are discussed.
Original languageEnglish
Pages (from-to)247-269
Number of pages23
JournalJournal of Hospitality Marketing and Management
Issue number3
Publication statusPublished - 1 Apr 2012


  • environment
  • hotel
  • importance-performance
  • motivation
  • spa

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing


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