A study of relationships among consumer cognition of spa hotel brand, service quality, experience, and repurchase intention

Abstract

This study aims to understand guests' perception of spa hotels relationships of brand cognition, service quality, leisure experience and repurchase intension. Survey system targeted on Miaoli County Tai District's most advanced spas, Tyan Hot Spring Resort, for the study area, and to the field to the Taian hot spring area hotel accommodations were targeted in the spring during peak season (December through February), mining census methods were used to collect data, with a total of 387 valid questionnaires collected. Based on statistical analysis, this study found as follows: (1) Brand cognition positively impacts consume experience and service quality. Through these two variables on repurchase intension, there exists indirect effect. (2) Service quality has positive impact on repurchase intension. (3) Consume experience has positive impact on repurchase intension. In sum, we summarize findings, making specific and practical recommendations for spa operators to serve industry and for researchers as references.