Wellness spa hotel experience: evidence from spa hotel guests in Serbia

Purpose This study aims to develop and test a model of the wellness spa hotel experience. The model proposes that experiencescape dimensions (sensory, functional, social, natural and hospitality culture) are important antecedents of guest satisfaction with a wellness spa hotel experience. The study also tests the relationship between satisfaction, wellness-induced well-being, experience co-creation and word-of-mouth (WOM). Design/methodology/approach Data was collected in the post-pandemic period, during September–November 2022 from 567 domestic guests who had stayed in a wellness spa hotel in Serbia. Findings Besides the social experience scape dimension, all other dimensions of experiencescape (sensory, functional, natural and hospitality culture) were found to be positive drivers of guest satisfaction with a wellness spa hotel experience. The relationship between satisfaction, wellness-induced well-being, experience co-creation and WOM was also supported. Originality/value This study emphasises the role of experiencescape in concurrence with the antecedents in cultivating guest satisfaction with a wellness spa hotel experience, which further influences wellness-induced well-being, experience co-creation and WOM.