A study on spa visitors' motivation factors towards revisit intention / Azrina Abdl Salim, Mohd Izzat Elias and Suhazlin Ali

This study identifies the push and pulls motivations factors among spa visitors. It also attempts to examine the relationship between the push and pull motivation factors and the revisit intention. This study was carried around Banda Hilir with a sample size of 115 spa visitors. There are six push motivation factors and four pull motivation factors identified and ranked according to importance. The push motivation factors are relaxation, escape, rejuvenation, obsession with health and beauty, socialization and excitement and hedonism. While the pull motivation factors are is services provided, facilities provided, attractions and brand name. The findings of this study will provide researchers and practitioners in the spa industry with useful insights into understanding the present nature of the demand of spa. The findings also can be used by Melaka State Government and spa operators in order to develop successful marketing strategies that further promote Melaka. Further exploration is required in the area of spa visitor's push and pulls motivation factors. In this study, it was found that there is significant relationship between push and pull motivation factors and spa visitor's revisit intention.