Understanding Behavioral Intentions in a Spa Experience: Insights from Contemporary Literature

The current emphasis on quality of life and its importance in contemporary society has brought light to the entire health and wellness industry, particularly spa facilities. These places have become very desirable and popular for health, well-being, and leisure. This popularity is largely influenced by the offer of positive experiences full of benefits for the body and mind. Therefore, it is essential to understand what makes these experiences positive and satisfying or, on the opposite, what can make them negative and what aspects can compromise a positive and memorable spa experience, important for the success of these establishments. Following this line of thought, the main objective of this study is to understand, from the existing literature, the consumption behavior toward a spa experience, from the consumers’ point of view. This paper was developed based on content analysis and literature review, a systematic and narrative approach. These three techniques were applied as a research methodology to identify keyword trends, report findings and conclusions from previous empirical studies, and discuss substantive aspects related to this topic. The findings of the three techniques are consistent and provide an overall and specific understanding of the consumer perspective regarding spa experiences. The main results highlight the most critical aspects affecting satisfaction, service quality, and perceived consumer value and identify three key moments that can systematize the spa experience: expectations, consumption, and consequences. The theoretical discussion presented in this study is valuable for spa managers. It provides several important management implications and recommendations for their success.