Customer spending behavior in visiting wellness SPA: Proposed research framework

Abstract

Both domestic and foreign tourists are demanding wellness and spa tourism, which has recently evolved into a marketing tactic. While a lot of research has been done on authentic experiences in health spas, but the studies on spending behaviour of authentic experience in wellness spa are still scarce. The stimulus-organization-response (SOR) paradigm was used in this review to develop an influence mechanism on spending patterns related to wellness spa visits. The relationship between social presence and spending behaviour has been found to be mediated by authentic experience. Through authentic experience (organism), this review examined the impact of social presence (stimuli) on consumer spending behaviour (outcome). Furthermore, two situational variables that we looked at as modifiers of sales promotion and spending behaviour were time availability and money availability. According to the literature research, social media presence has a positive impact on authentic experience, which in turn influences consumers' purchasing decisions when they visit wellness spas. The favorable moderation of time and money availability was also revealed by the results. The results also have valuable managerial ramifications for wellness spa operators, helping them better understand consumer spending patterns and create marketing strategies.