The Relationship Between Travel Motives and Customer Value Among Wellness Tourists

Abstract

The purpose of this chapter is to examine customer value in the context of travel motivations. The goal of this chapter is to determine the relationship between the dimensions of customer value amongst wellness tourists and push and pull motivation factors. Data was collected through self-complete questionnaire on a sample of tourists staying in one out of 15 wellness hotels situated in four wellness tourism regions of Republic of Croatia. Research was conducted from May through June in 2013. Data was processed using statistical methods consisting of univariate and multivariate statistics. Univariate statistics was used to provide a general description of the sample. Regression analysis was used for testing the relationship between travel motives and customer value. In general, travel motives were significant in relation to the dimensions of customer value. Some differences were determined between travel motives in regard to the dimensions of functional value, however, they are less significant compared with differences related to social value and travel motives. The results of the research highlight important issues regarding guests’ perspective of customer value in wellness hotels in relation to their travel motives.