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The Relationship Between Travel Motives and customer Value Among Wellness Tourists

The purpose of this paper is to examine customer value in the context of travel motivation. 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 (general description of the sample) and and multivariate statistics (regression analysis). Regression analysis was used for testing the relationship between travel motives and customer value. Prior to the conduction regression analysis, factor analysis was done on items measuring customer value and motivation factors. Through factor analysis two main dimensions of customer value, i.e. functional value (personnel, value for money, and hotel quality) and social value (prestige) were determined in the case of wellness tourists. 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.

Customer Value, Wellness Tourists, Travel Motives

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