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This study examines the underlying factors that motivate travellers to search for spa experiences while travelling. It also attempts to explore the different perceptions of the spa experience and identify the relevant socio-demographic characteristics of spa-goers. Based on the fi ndings from a focus group interview and a review of literature, an instrument consisting of 21 motivating items was developed and used in a survey of Hong Kong spa-goers. Factor analysis revealed that 'relaxation and relief', 'escape', 'self-reward and indulgence', and 'health and beauty' are important factors that motivate travellers to visit spas. The fi ndings of this study will provide researchers and practitioners in the spa industry with useful insights into understanding the present nature of the demand of spa in the Asian market.

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