This research provides insights into the nature of the Mexican health spa tourism market. The overriding research hypothesis is that a comparatively strong long-haul pleasure market for health spa-related tourism exists in Mexico, and that this market can be differentiated from other more generic Mexican long-haul travel groups. Using information derived from the Tourism Canada-United States Travel and Tourism Administration (USTTA) long-haul market data sets, the paper begins by outlining the health spa affinity of travellers from several European, Asian and Latin American countries on their long-haul pleasure travel vacations. The research then describes the characteristics of Mexican health spa travellers. Using a long-haul market segmentation framework developed by Tourism Canada and the USTTA, it identifies how Mexican long-haul health spa visitors differ from other travellers to that destination in terms of their socio-demographic, attitudinal and behavioural traits. The paper then describes tivo distinct groups of Mexican health spa users that offer a particular opportunity for tourism businesses interested in attracting Mexican long-haul pleasure travellers. In the process of describing these Mexican health spa travellers, the paper also suggests an effective step-wise method for identifying high potential long-haul niche travel markets.
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