Tourists' Motivations and Repeater Segments in Japanese Spa Destinations

Abstract

This chapter attempts to answer two research questions related to Japanese spa tourists: how to grasp tourists' motivations, and who will be repeaters. Benefit segmentation was employed to answer the first question, the results yielded seven motivations and divided spa tourists into three segments. For the second question, the relationship between overall satisfaction and revisit intentions in the short and the long term were tested, and key factors for repeaters were different for each segment. Destinations and stakeholders should change their strategy as it relates to their target market, to create repeaters by segment. Contrasting these results with some efforts of spa destinations, examples from Hakone are introduced. Local government considered the theoretical fan that visits Hakone constantly. NARAYA CAFÉ, a representative effort of young people in the area, creates a “release and relaxation” atmosphere for tourists.