Eureka! Institutional Repository

Over the past two decades, a steady rise in male spa visitors for health and wellness has been observed, however, research that focuses on their preferences and motivations is minimal. According to research, there are differences in characteristics and motivations between the two sexes for their visit to spa. The purpose of this research is to recognize and better understand the motivations and consumer behavior of men visiting spa in Greece, by investigating their personal view of spa, their personal experience, their desires and their expectations. The most appropriate research method for conducting this study was qualitative research, through semi-structured interviews with fifteen (15) male spa visitors, at a Greek spa town. For the analysis of the qualitative data obtained, the method of the Grounded Theory was used. The main findings of qualitative research are that the majority associates spa as a concept with body massage, they claim that spa can be integrated into the lifestyle of people and believe they are addressed to the same degree in both sexes. Most respondents choose to go to spa with their partner. All participants choose exclusively thermal baths as service with minimal exceptions. The main motivation for their visit to spa is relaxation and the factors that most affect their overall experience are the hygiene of the wellness area and the external environment. The larger percentage of participants would like to go to spa at a higher frequency.