Applying the UTAUT2 Model to a Non-Technological Service: The Case of Spa Tourism

Abstract

Well-being tourism is a $639 billion market. Spa tourism is considered the most important segment within this market. The present study uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) model to analyse tourists’ purchase intentions regarding a thermal suite. The model was originally designed to analyse users’ acceptance of new technologies. The original contribution of this paper is to apply it to a non-technological service. Specifically, data were collected through a questionnaire administered to a sample of 810 potential Spanish spa-goers. A consistent partial least squares (PLSc) SEM technique was used. The proposed model explains 53.3% of the variance in Purchase Intentions regarding the thermal suite. Performance expectancy is the variable that plays the greatest role in tourists’ purchase intentions, followed by hedonic motivation.

Push and pull factors influencing the choice of a health resort by Polish treatment-seekers

“…The main motive which was also the most strongly accentuated by both the groups of respondents was health and health concern, which agrees with earlier reports by Araújo Vila et al [73], Rodrigues, Brochado, Troilo [5] and Tuominen et al [44]. The motive was signi cantly more appreciated by retired visitors who were older than respondents in employment, which seems understandable as age is a factor which generates more concern and care for one's health [74].…”

“…In the Polish healthcare system, employed people requiring rehabilitation in order to return to their usual work-related routine or not to reduce their working activity due to health-related reasons, may bid for a stay at a health resort which will be entirely paid for by the Social Insurance Institution (ZUS) within the ZUS disability prevention option. In order to be considered, the patient is required to supply a medical certi cate stating there exists a need for rehabilitation [77] Striving for well-being and having a pleasurable stay at a holiday resort, both being hedonistic factors [73], were strongly emphasised in the study, predominantly by employed participants. People travel to health resorts for health-related purposes [78,79] although they are also in search of relaxation, happiness, rejuvenation and concern for their well-being [80,81].…”

A Study of the Influence of ESG Performance, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Habit on Tourists’ Behavioural Intentions towards Sports Complexes

“…With enhanced predictive capabilities, this expanded model offers a more comprehensive framework for understanding consumer acceptance and use of technological products or services. The UTAUT2 model is currently being implemented in the tourism industry (Araújo Vila et al, 2021;Assaker et al, 2020). However, considering the aim of examining tourists' behavioural intentions, the decision was made to modify the original model.…”

“…The elements of social influence, facilitating conditions, hedonic motivation, price value and habit have been substantiated to significantly affect visitors' behavioural intention (Araújo Vila et al, 2021). Multiple factors within the social environment, including suggestions from friends or family and social media reviews, can significantly influence tourists' travel decisions and behavioural intentions (Chuang et al, 2018).…”

“…Multiple factors within the social environment, including suggestions from friends or family and social media reviews, can significantly influence tourists' travel decisions and behavioural intentions (Chuang et al, 2018). Concurrently, when tourists perceive that a destination or service is well-promoted, they are more likely to engage with that destination or service (Araújo Vila et al, 2021).…”