1. CUSTOMER VALUE AMONGST WELLNESS TOURISTS
Ana Težak Damijanić
Ninoslav Luk
Mirjana Kovačić

2. Introduction Customer value Customer value and travel motives The goal
the foundation of effective marketing activities
represents a trade-off between what customer gives up or “sacrifices” (e.g. price, time, effort, risk) and what customer receives (e.g. benefit, quality)
Customer value and travel motives
perceived preference for and evaluation of those products attributes, attribute performances and consequences arising from use … (Woodruff, 1997)
The goal
to determine the relationship between dimensions of customer value and attributes of wellness tourist product presented as pull motivation factors

3. customer value in tourism
Utilitarian point of view
Dimensions of customer value
consumption value
transaction and acquisition value
consumption experience
multi-dimensional scale for measuring the perceived value of a service
combination of various theoretical approaches
Theory of consumption value
functional value (hotel, personal, quality and price),
social value
emotional value

4. The theory of push and pull motivations
The most widely applied theory
push factors - refer to internal forces that motivate or create a desire to satisfy a need to travel,
pull factors - recognized as destination attributes
Pull factors of wellness hotels
sauna, solarium, swimming pool, beauty treatments
relaxation, surroundings, atmosphere

5. SAMPLE Tourists staying in wellness hotels
65 wellness hotels in Croatia in 2012
Regional dispersion (10 regions)
Istria and Kvarner region (16 hotels in each region)
Dubrovnik and Split region (9 hotels in each region).
Hotel category
three-star hotels (8 hotels)
four-star hotels (40 hotels)
five star hotels (17 hotels)
15 wellness hotels
A minimum sample size of 300 responders

6. QUESTIONNAIRE and data collection
Pilot research - from 23rd December 2011 to 6th January 2012
Main research - May through June in 2013
Self-complete questionnaire
15 questions which, four sections
healthy lifestyle
perceived customer value
travel motives
respondents’ characteristics
5-point Likert scale
Designed in Croatian, back translated into: English, German, Italian, Russian and Slovenian language

7. DATA ANALYSIS 548 responders
Univariate analysis - general description of the sample
Multivariate statistics
Factor analysis for determining dimensions
principal axis factor analysis
direct oblimin rotation with an eigenvalue of 1.00 or more ; Cronbach's alpha
Regression analysis for determining the relationship between dependent and explanatory variables
Dimensions of customer value - dependant variables
Travel motivation factors - explanatory variables
Composite variables - a mean value for each respondent

8. SAMPLE CHARACTERISTICS
The proportion of male responders (43.6%) was slightly lower than that of female (56.4%)
Most of the responders were older than 44 years of age.
The majority of responders obtained some kind of higher education level.
Most of the responders stated that they were employees, while 16% were self-employed/freelance and about 14% were managers.
Most of the responders were from Austria (22.6%) and Germany (22.6%), about 10% were from Italy and about 10% United Kingdom as well, while a bit more than 8% were from Slovenia.
Most of the responders stated that their monthly net income was between €1,000 and €2,000.

9. CUSTOMER VALUE 28 items measuring the customer value
Factor groupings (Cronbach's alpha coefficients)
Personnel - interaction of hotel staff with guests and their knowledge about various services (0.92)
Value for money - appropriateness of prices compared to the services (0.92)
Hotel quality - consistency and quality of hotel (0.91)
Prestige - status symbol, social approval (0.86)
64.43% of accumulated variance

10. TRAVEL MOTIVES 24 items measuring motivation factors (attributes)
Factor groupings (Cronbach's alpha coefficients)
Basic wellness - massage, sauna (0.91)
Intangible wellness - atmosphere, interactions (0.80)
Extra wellness - detoxification, Tai Chi, ect. (0.88)
58.85% of accumulated variance

11. RESULTS OF REGRESSION ANALYSIS
Variables
Model 1 (personnel)
Model 2
(prestige)
Model 3
(value for money)
Model 4
(hotel quality)
Constant
2,763***
2,085***
2,185***
3,064***
Basic wellness
-0,031
0,053
0,055
0,015
Extra wellness
0,278***
-0,013
-0,019
Intangible wellnessalni:
0,335***
0,377***
0,287***
F statistics
18,45***
22,98***
30,027***
11,51*** R2
0,126
0,118
0,142
0,113
RESET test
2,45
3,19*
2,00
5,19**

12. CONCLUSION Intangible aspects increase positive perception of value
Extra wellness was important in relation to prestige
Basic wellness was not important in relation to customer value
Hotel quality and Prestige  additional variables

13. Thank you for your attention