Applying the UTAUT2 Model to a Non-Technological Service: The Case of Spa Tourism

Well-being tourism is a $639 billion market. Spa considered the most important segment within this The present study uses Unified Theory of Acceptance and Use Technology (UTAUT2) model to analyse tourists’ purchase intentions regarding thermal suite. was originally designed users’ acceptance new technologies. original contribution paper apply it non-technological service. Specifically, data were collected through questionnaire administered sample 810 potential Spanish spa-goers. A consistent partial least squares (PLSc) SEM technique used. proposed explains 53.3% variance in Purchase Intentions Performance expectancy variable that plays greatest role intentions, followed by hedonic motivation.