웰니스 추구 라이프스타일이 구매 동기와 구매 의도에 미치는 영향: 호텔 웰니스 객실 패키지를 중심으로 = Effects of Wellness-Related Lifestyles on the Purchase Motivation and Purchase Intentions: Focused on Hotel Wellness Room Packages

국문 초록 (Abstract)

본 연구는 웰니스 추구 라이프스타일이 호텔 웰니스 객실 패키지의 구매 동기와 구매 의도에 미치는 영향을 분석하였다. 웰니스 추구 라이프스타일은 식습관, 운동습관, 건강 인식을 포함하며, 웰니스 소비와 관련된 선호도를 형성한다. 기존 연구는 웰니스 관광에 초점을 맞췄으나, 호텔 웰니스 상품 구매에 영향을 미치는 요인은 간과하였다. 이를 보완하기 위한 본 연구는 웰니스 라이프스타일이 구매 동기를 형성하고, 이러한 동기가 구매 의도로 이어지는 과정을 탐구하였다. 데이터는 4~5성급 호텔에 최근 투숙한 성인 258명을 대상으로 수집되었으며, Smart PLS 4.1을 활용해 분석하였다. 연구 결과, 식습관, 운동습관, 건강 인식의 웰니스 추구 라이프스타일은 구매 동기를 강화하여 구매 의도를 높이는 데 기여하였다. 특히 사회적 동기와 휴식 동기, 건강 동기의 매개효과는 검증되었으나, 활력 동기의 매개효과는 유의미하지 않았다. 본 연구는 웰니스 라이프스타일이 소비자 행동과 구매 결정에 미치는 중요성을 검증하였다. 호텔 실무자에게 웰니스 소비자를 위한 맞춤형 프로그램과 서비스를 포함하여 객실 패키지 상품을 구성할 것을 제안하였다.

다국어 초록 (Multilingual Abstract)

This study examines the influence of wellness-related lifestyles on purchase motivations and intentions for hotel wellness room packages. Wellness-related lifestyles include dietary habits, fitness routines, and health awareness, which collectively develop consumer preferences in wellness consumption. While prior research has emphasized wellness tourism, it has often overlooked the factors driving the purchase of hotel wellness products. Addressing this gap, this study investigates how these lifestyle factors contribute to the formation of motivations—social, relaxation, rejuvenation, and health-related—and their influence on purchase intentions. Data were collected via an online survey of 258 recent guests at four- or five-star hotels, analyzed using Smart PLS 4.1. The findings reveal that individuals with wellness-related lifestyles demonstrate significantly enhanced motivations, which in turn lead to stronger purchase intentions. Among these motivations, social motivation, such as spending quality time with loved ones, and relaxation motivation, such as stress relief, had the strongest effects. However, rejuvenation motivation did not significantly predict purchase intention, likely due to the transient nature of hotel stays, which limits their ability to provide long-term wellness benefits. This study makes important contributions to wellness research by highlighting the role of personal wellness lifestyles in shaping consumer behavior and influencing purchasing decisions. Practical implications are provided for hotel marketers, who should focus on designing immediate, impactful experiences tailored to wellness-oriented consumers. By incorporating healthy dining, group fitness activities, and personalized services, hotels can align more effectively with consumer expectations, creating attractive wellness offerings.

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