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The Motivation of Singapore Millennials in Spa Tourism and the Influence of Social Media
People have travelled since ancient times due to health-related reasons, such as the collection of spa waters, pilgrimage to a sacred site for soothing purposes and benefitting from warm thermal baths. Today, health tourism is being developed and promoted as a high-value tourism product by numerous countries to expand their tourism base. This explains the increasing attention that health tourism has received as a distinct tourism niche in the literature. As a fast-paced city, Singapore spa-goers are also increasing in numbers. There is a growing interest in self-care retreats and spas have become more convenient for visitors to relax and recharge, even on lunch breaks. The spa industry plays an important role in Singapore's health and wellness sector and is valued at S$140 million each year. The chapter addresses the research gap by understanding the push and pull motivating factors of Singapore millennial spa-goers to engage in local hotel spa services and the influence of social media. It provides useful insights for researchers and practitioners in Singapore's spa industry and assists hotel spa managers in developing innovative product offerings to capture this next wave of consumer demand.
Journal/Conference/Book titleTourism and the Experience Economy in the Digital Era