How do spa-goers make decisions when faced with a choice conflict? Discrete choice experiments for day spas in Thailand

Abstract

The Asia-Pacific region shows potential for growth in the spa market, particularly in Thailand. However, the contrast between
the growing day spa industry and the industry’s lack of knowledge about day spa users highlights the importance of
understanding spa-goers’ preferences and considerations with regard to spa selection. Studies of consumers’ decision making
regarding spa choice commonly cite product quality, therapist quality, ambience quality and price as important determinants.
This study used a choice experiment to examine consumers’ decisions about day spas via a simulation in which trade-offs were
inevitable. The findings suggested that therapist quality was the most dominant attribute in determining spa-goers’ choices,
followed by product quality, ambience quality, and price. Good therapist and treatment quality led respondents to select spas,
whereas poor therapist and treatment quality led them to reject spas. Good ambience quality did not significantly affect spa
choice; however, poor ambience quality led to spa rejection. The findings of this study are discussed together with implication
for spa managers. The results of this study have important implications for the spa industry in terms of understanding the key
drivers of choice among spa customers.

Keywords: Day spa; decision making; discrete choice; spa choice; spa-goers; trade-offs.