Abstract

The increasing demand for spa and hot spring resorts, particularly within the luxury markets, provides an opportunity for new types of accommodations. This study focused on Ryokan which is described as traditional Japanese hotels with hot springs. Despite the recent trend of expanding Japanese Ryokans in the global market, most extant research had only focused on perceptions of customers who have experienced Ryokans. Therefore, this study explored what attributes of Japanese Ryokans are important to potential customers and to what extent these attributes could enhance perceived values toward Japanese Ryokans. A total of 983 usable responses were collected through an online self-administrative survey on Qualtrics. The results of this study identified four major dimensions of Japanese Ryokan's attributes (i.e., hotel attributes, hot springs and spas, Japanese servicescape, and Japanese culture) and two major dimensions of perceived value (i.e., functional & hedonic value and symbolic & financial value). Overall, Japanese servicescape, Japanese culture, and hot springs and spas had a significant positive effect on both value dimensions, while hotel attributes positively related to functional & hedonic value. In addition, the two dimensions of perceived value significantly mediated the relationship between Ryokan attribute dimensions and purchase intention. This study contributes to the theoretical foundation in the lodging literature by identifying dimensions of Japanese Ryokan attributes which reflect the unique characteristics of Japanese Ryokans within the luxury hot spring hotel/ resort context. Furthermore, the results of this study revealed potential consumers' value perceptions toward luxury Japanese Ryokans and their effects on purchase intention. Overall, this study provided useful guidelines for Japanese Ryokans to create value-based marketing strategies.

Notes

If this is your thesis or dissertation, and want to learn how to access it or for more information about readership statistics, contact us at STARS@ucf.edu

Graduation Date

2019

Semester

Spring

Advisor

Kwun, David

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Department

Hospitality Services

Degree Program

Hospitality and Tourism Management

Format

application/pdf

Identifier

CFE0007473

URL

http://purl.fcla.edu/fcla/etd/CFE0007473

Language

English

Release Date

May 2019

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Download

Share

COinS