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This study intend to investigate a theoretical model looking at how particular tourist emotions, such as “joy,” “love,” and “positive surprise,” might predict their behavior by looking at how satisfied they are with their whole experience when visiting spas, and to examine the relationship of emotional experience, destination image, satisfaction and intention to revisit for spa tourism.

A sample of 345 individuals who traveled to Alleppey as domestic tourists participated in the research study. A non-probability (purposive) sampling method in this study. The structural model was analyzed using Structural Equation modeling (SEM), and the path coefficients were examined to test the hypotheses.

The results supported the hypotheses, indicating that specific emotions, image of the destination, and satisfaction significantly impacted tourists' intentions to revisit Alleppey as a spa tourism destination. This study demonstrated that “emotions of joy, love, and positive surprise” have a considerable influence on the image of the destination and satisfaction. The findings reveal a substantial correlation between satisfaction and behavioral intention (“Intention to revisit”). The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location.

The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location. This research offers vital information for developing, planning, and putting into practice tourism policies in the spa tourism sector. This article focuses on domestic travelers who travel to Alleppey, so the conclusions may not be relevant to research utilizing foreign tourists.

According to the literature study, and to the authors` knowledge, only limited number of studies that look at spa tourism from a wellness perspective. Additionally, Alleppey is used in the study as the study’s setting, providing insight into the visitor experiences of this expanding spa tourism business. This study gives understanding about how emotional experience predicts behavioral intentions.

The purpose of this paper is to examine the motivation of the attendees of the Annual Meeting of the Serbian Association of Seniors. The research aims to segment the senior participants according to their push and pull motivations for attending association meetings, by using cluster analysis to understand the role of destination personality in the segmentation process.

The questionnaire, based on a seven-point Likert scale, was distributed among representatives and members of the Association of Pensioners of Serbia. The data collected were assessed with the use of SPSS 21 statistical software.

The results of the study reveal the most important push and pull motives that drive senior citizens to take part in this type of event. It has also provided a better understanding of senior business event participants in relation to destination personality.

The data were collected from 124 questionnaires. In order to provide a more detailed insight into the senior citizens’ motivation to participate in events, a larger sample would be required.

The research findings provide valuable information about senior business event visitor behaviour, which is of high importance for destination marketers and managers.

Nowadays, business events motivation research is generally focussed on middle-aged and young attendees, so insight into the perception of senior citizens related to business event motivation provides a further understanding of this specific consumer segment. Additionally, gaining insight into seniors’ perspectives related to participation in association meetings after retiring from work assists in comprehending the complex nature of their motivation to participate in these types of business events, as well as underlining the fact that senior business event attendees have been, up until this point, largely neglected as a group in terms of similar research.

The purpose of this article is through a systematic literature review (SLR) to present a conceptual approach to the importance of communication for thermalism. An in-depth analysis of scientific publications provides a conceptual understanding about the definition of thermalism and the importance of communication in the thermal sector. The intention is also to identify the major challenges for communication in thermalism in times of crisis. The literature on conceptual approaches in the field of thermalism is almost non-existent, and this is an important contribution of the research presented.

To achieve the objectives, an SLR was carried out, through the Preferred Reporting Items Systematic Reviews and Meta-Analysis (PRISMA) Statement method, using the Web of Science and Scopus databases. A total of 139 articles were found, of which only 26 were used for the qualitative analysis. EndNote 20 and Nvivo software were used to identify the articles for the study, their analysis and systematization of the collected information.

The results, among others, through an in-depth analysis of scientific publications, clarified the definition of thermalism and provided relevant results for better understanding of the importance of the dimensions of communication for thermalism.

The research addresses the current scarcity of academic work on the importance of communication applied to a thermal destination and the lack of relevant strategic models for the diffusion/promotion of a destination. Finally, a limitation was the fact that only 2 databases were considered and only journal articles were included. As a future line of research the authors propose extending the theme to thermal tourism experiences. In addition, scientific studies focusing on water-based experiences connected with thermalism are almost non-existent and very relevant for the future of the sector, as well as studies in the area of communication with the following research questions: where do tourists consult information when choosing a travel destination? and what are the appropriate communication channels to reach the thermal market?; We close this reflection by concluding that the thermal tradition, through the know-how of the medical class, the properties of thermal waters and the cultural history associated with its early days, stimulated more recently by implementing innovations, will regain its role in preserving health and well-being through thermal water and the exploitation of territories' endogenous resources. These factors are the basis through which communication sciences can create strategies adapted to each country to promote a thermal destination brand.

Research in tourism destination management has provided solutions, through communication, to problems that are faced daily by countries, and the authors hope this research also contributes to the recovery of thermal tourism destinations in times of crisis. It is also from this perspective that based on the main themes and dimensions of communication identified in the SLR that the authors propose the Corporate, Organisational, Skills, Management and Online (COSMO) model to help promote resilient thermal destinations prepared for future crises. The diversity and originality of this research model will be useful for destination promoters, spa managers and communication professionals.

This study contributes to the literature by providing a theoretical framework of excellence in thermalism. One possible way to solve the ambiguity of terms related to thermalism is to consider another more comprehensive term as a combination of different approaches. The aim is not to create an academic division, but rather to contribute to better conceptual understanding, from a theoretical and paradigmatic perspective, of what thermalism is. Here, a new targeted and more comprehensive concept emerges, which from the academic perspective of communication sciences will lead to prevention for a new way of feeling good with life, contributing to promoting thermal destinations in the world with a greater understanding.

For better understanding of the concepts, this study proposes a new definition of thermalism. As research related to thermal destinations, through communication management contributes to attract tourists, promote experiences, provide the human capital of the sector with skills and create authentic and resilient place brands. It is from this perspective that the model was proposed, based on the dimensions of communication related to the main themes obtained through the SLR. This model supports a plurality of communication strategies, with different characteristics and objectives but which meet a collective purpose: to disseminate information about thermalism, in order to build collective knowledge to promote thermal destinations. The analysis highlights the need for further research into thermalism, with special focus on communication.

The purpose of this paper is to conceptually examine the phenomenon of wellness tourism under a holistic and systemic lens, focusing on the offer system and the main components necessary for the staging of wellness experiences. This approach to holistic wellbeing within the tourism sector has led to a broadening of the type of services and experiences that make up the value propositions that can positively contribute to people’s wellbeing.

This study identifies and defines the components of wellness tourism (including sectors not traditionally associated with it) through a review and analysis of the extant literature on “wellness tourism” and “wellbeing tourism” of the past two decades; the components were classified through an open coding process.

Wellness tourism, as a broad multidimensional concept, is composed by ten different components of the offer system: hot springs, spas, medical tourism, care of the body and mind, enogastronomy, sports, nature and environment, culture, spirituality and events. Each of these categories may represent a single touristic offer targeted to specific market segments, but they may also be one of several components within an integrated mix of tourism products proposed.

A holistic view of wellness tourism has implications for strategic marketing processes. Destination Management Organizations and company managers should segment their demand according to more innovative criteria than what has traditionally been adopted for wellness in terms of health care and medical procedures. Value propositions for tourists should be wellness-driven to satisfy the growing demand for wellness/well-being and should involve the participation of all the various actors and producers within the wellness tourism offer system at wellness destinations.

康养旅游及其组成元素：一个全方位的视角

此一论文会以全面和有系统的目光, 谈及康养旅游的现象, 并集中于康养旅游的供应系统和主要组成元素。此一以全面身心健康为目的的旅游行业, 使不同服务的覆盖范围和经验得以扩而充之, 提供有利条件正面地影响着人们的身心健康。

本研究会分辨和定义康养旅游的组成元素（以及其他在传统定义上被排除的行业）, 透过重新审视和分析近20年有关于康养旅游（Wellness tourism）和健康旅游（Wellbeing tourism）的现存文献。同时, 所有元素会以开放式译码 （open coding）来分类。

康养旅游, 作为一个多元概念, 基本上与十个不同的供应行业相关：温泉, 水療, 医疗旅游, 身心护理, 饮食, 运动, 自然环境, 文化, 灵修和特办活动。不同类别的行业可以在代表市场上不同供需关系的同时, 也可以代表供应上可以有一种混合套餐供应。

以全面的目光去看康养旅游可以为市场策略定下基础。目的地管理公司（DMO）和不同的公司经理应该在分辨服务需求的时候, 多采用新颖的标准, 摒弃只包括医疗的传统健康观念。为游客订立的价值主张（Value propositions）应以全面身心健康为主导, 以满足对康养（Wellness）和健康（Wellbeing）不断上升的需求; 亦应大力度地提升所有安康旅游工作人员与顾客的互动和参与。

El turismo de bienestar y los componentes de su sistema de oferta: una perspectiva holística

Este artículo examina conceptualmente el fenómeno del turismo de bienestar desde una perspectiva holística y sistémica, centrándose en el sistema de oferta y los principales componentes necesarios para la puesta en escena de experiencias de bienestar. Este enfoque de bienestar integral dentro del sector turístico ha propiciado una ampliación del tipo de servicios y experiencias que integran las propuestas de valor que pueden contribuir positivamente al bienestar de las personas.

Este estudio identifica y define los componentes del turismo de bienestar (incluidos los sectores no asociados tradicionalmente con él), a través de una revisión y análisis de la literatura existente sobre “turismo de bienestar” de las dos últimas décadas; los componentes se han clasificado mediante un proceso de codificación abierto.

El turismo de bienestar está compuesto conceptualmente por diez componentes diferentes de ofertas: aguas termales, spas, turismo sanitario, cuidado de cuerpo y mente, enogastronomía, deportes, naturaleza y medio ambiente, cultura, espiritualidad y eventos. Cada una de estas categorías puede representar una única oferta turística para segmentos de mercado específicos, pero también pueden ser uno de los varios componentes de una combinación integrada de productos turísticos.

Esta concepción holística del bienestar sugiere que, en el contexto de los procesos de marketing estratégico, las DMO y los gerentes de negocio deben segmentar la demanda con criterios innovadores respecto a los tradicionales de salud y médicos. Además, deben formular propuestas de turismo orientado al bienestar, valorizando los componentes de la oferta capaces de interceptar la creciente demanda de bienestar e implicando a los distintos productores del sistema de oferta de wellness que operan en los destinos de bienestar

The purpose of this paper is to analyze the role that food and beverage (F&B) sensory stimuli play in building non-food-themed touristic experiences, such as wellness tourism experiences.

This paper adopts an asynchronous netnographic approach supported by software (T-Lab, 2021). The study was conducted on a database consisting of 3,141 reviews in English, left by customers of 38 wellness facilities (Spa Retreats) spread across 5 continents.

The analysis reveals that F&B stimuli contribute significantly to the tourist's perception of the wellness experience in a two-fold manner: on the one hand, they support the wellness experience, and on the other, through specific proposals (e.g. wine, vegan, detox, etc.), they qualify and differentiate the wellness experience in a hedonic rather than eudaimonic way.

The present study contributes to managerial literature on the topic of gastronomic tourism and wellness tourism by providing, on an international scale, empirical evidence of (a) the importance and role of F&B touchpoints in hybrid gastronomic experiences; and (b) the presence of a variety of “wellness experiencescapes”.

This study is the first attempt to measure the role of F&B in tourists' perceptions of non-food-themed experiences. The research not only provides new data on the wellness experience through a cross-continental analysis but also offers useful theoretical and managerial insights for the design of wellness tourism experiences.

This paper aims to segment spa customers based on their preferences for a set of spa attributes. With the considerable growth rate of the spa market, it is vital for spa professionals to understand spa-goers’ preferences. However, academics and industry professionals have not devised a structured method by which to manage spa customers.

A survey was conducted using a face-to-face survey with visitors to Hong Kong who had visited a spa. By applying conjoint and cluster analysis, customers could be categorized into distinct segments.

Four customer segments were identified: spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers. Spa enthusiasts were the largest segment among the four, followed by value seekers, price-sensitive spa-goers and high spenders.

Given the limited academic interest in the area, this study contributes to the literature by providing insights into spa-goers’ preferences and how those preferences can be used to segment spa-goers.

Based on the different needs, preferences and socio-demographic characteristics of the four segments – spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers – spa industry managers could customize their strategies and design different spa services and packages to meet the needs of the four segments.

The combined use of conjoint and cluster analysis provides a new method of market segmentation in the spa industry. This study could help spa professionals to design customized spa products for the distinct segments, and thus retain and attract more spa visitors.

The purpose of this paper is to propose and test a theoretical framework to identify the specific aspects of the guest experience at a wellness facility that contribute to well-being. Self-determination theory (SDT) is used as the theoretical framework. According to SDT, basic needs must be met in order for psychological well-being to be achieved. Thus, in addition to the services and amenities offered, the quality of interactions with staff and service providers are integral to wellness vacation outcomes or basic need fulfillment.

Psychological precursors, or basic needs, were estimated using structural equation modeling, and these precursors were significant with the model explaining considerable variation in the outcome variable, well-being.

The results suggest that guest experiences can be enhanced if management facilitates guest autonomy, helps guests develop a sense of mastery with respect to activities and encourages positive interactions between guests.

Study limitations include the single venue used for data collection, sample size and a focus on exercise activities as a proxy for staff–guest interactions.

This study sheds light on an under-researched area, providing managerial guidelines for wellness tourism destinations with respect to service delivery.

This study extends the wellness tourism literature by suggesting a framework to assess the service product and optimize guest experiences within the niche wellness sector of the tourism and hospitality industry.

An emerging male market within the spa industry is causing practitioners to consider if men and women differ in their service preferences at spas. This study explored the question via a self-administered survey instrument distributed to individuals located in resort communities along the Gulf Coast of the Florida panhandle. Analysis of the responses of 107 subjects indicated significant gender differences on the importance ratings of 12 out of 18 common spa services: aromatherapy, body scrub and exfoliation, facial, fitness facilities, lymph drainage, manicure, mud or seaweed wrap, pedicure, Pilates, Shiatsu, sport massage, and yoga. The services that men and women rated similarly in decreasing order of importance were Swedish massage, nutritional counseling, steam and sauna, hydrotherapy, spa cuisine, and reflexology.

This research develops and tests a comprehensive hierarchical model of the behavioural intentions of day spa customers.

The primary data was collected from the customers of 17 day spas throughout Thailand. EFA and SEM were used to analyse the data and test the interrelationships among service quality, customer satisfaction, perceived value, perceived switching costs and behavioural intentions. A third-order conceptualisation of service quality is also included in the modelling framework.

Customer satisfaction is the key determinant of behavioural intentions. Service quality and perceived value are two important descriptors of customer satisfaction. Service quality is the most important determinant of customer satisfaction, and customer satisfaction is the most significant antecedent of behavioural intentions. Service quality is a significant determinant of perceived value and perceived switching costs. Customer satisfaction plays a partial mediating role on the relationship between service quality and behavioural intentions and between perceived value and behavioural intentions.

There is a conceptual gap in the literature as no published empirical research on the day spa industry has comprehensively modelled the behavioural intentions of day spa customers. The comprehensive hierarchical modelling approach used in this study provides a complete and integrative analysis of the constructs under investigation in a day spa context and closes the research gap.

This study aims to establish customer service factors for wellness tourism from both service providers and customer perspectives, and to determine whether gender and age factors affect older tourist opinions of customer service.

The authors interviewed 13 experts in the hot spring hotel industry and more than 469 hot spring hotel visitors who are over 50 years of age. Content validity and homogeneity reliability as proposed by Aiken were used to confirm customer service factors. This study uses the verbal-linguistic evaluation to assess customer service factors and each service item associated with these factors.

Eight crucial customer service factors, from high to low, are personnel services, environments, healthy diet, relaxation, health promotion treatments, experience of unique tourism resources, social activities, and mental learning.

This study implicated allocation and management of input resources as the service factors that are used for determining the preferences of older consumers in wellness tourism.

Numerous countries are currently facing an aging population and market opportunities for wellness tourism are popular with the tourism industry. Studies show that enhanced customer service increases competitive advantage in the tourism industry. However, customer service differs from what customers prefer. For this study, the authors compiled the viewpoints of older consumers, hotel personnel, and expert opinions in the hotel industry to identify customer-service factors in wellness tourism. The analytical results of this study suggest that hot spring hotels in Taiwan can focus on critical customer-service items, resource management, and resource allocation.