Individual rationality and differences in Taiwanese spa hotel choice

Abstract

This study explored a systematic framework to understand the dynamic relationships of individual rationality in spa hotel choice. Taking a relational perspective, we examined the process of net value perception linking the antecedents (i.e. quality, price and risk) and consequence (i.e. willingness to buy (WTB)), along with the moderating effects of demographic variables on the links. A survey was conducted at spa hotels in four major spa regions of Taiwan. The findings indicated that the immediate situational factors of quality and price contribute to the net value perception, which in turn leads to the WTB. Oppositely, the long-term factor of risk does not have either direct or indirect effect when making such an infrequent decision. The contrarily moderating effects of demographic variables (e.g. gender, living region and consumptive frequency) on the decision paths present managers with directions to offer proper packages to reach their target customers.