The Impact of Self-Service User Interaction Experience (SSUIE) On Subjective Wellbeing

The study investigated the role of wellness technology in wellness tourism through a mixed-methods approach. Qualitative interviews with 11 spa directors revealed five key themes: enhanced guest experience through technological integration, complementary relationship between technology and traditional services, operational efficiency and revenue generation, personalization capabilities, and evolving perceptions of wellness from luxury to necessity. The quantitative phase expanded upon the qualitative findings by examining how Self-Service User Interaction Experiences (SSUIE) influence wellness value, customer satisfaction, subjective wellbeing, and behavioral intentions among 230 wellness tourism consumers. The sample comprised predominantly female participants (68.3%), with Millennials (44.78%) and Generation X (28.26%) representing the largest age cohorts. Massage chairs emerged as the most utilized self-service technology, followed by red light therapy and infrared saunas. Results showed interaction comfort (β = 0.296, p < 0.001) and pleasant experience (β = 0.263, p < 0.001) significantly influenced hedonic value, while sense of closeness (β = 0.295, p < 0.001) and perceived competence (β = 0.222, p < 0.05) impacted utilitarian value. Hedonic value demonstrated stronger effects on customer satisfaction (β = 0.623, p < 0.001) compared to utilitarian value (β = 0.162, p < 0.01). Customer satisfaction significantly influenced both subjective wellbeing and behavioral intentions (β = 0.473, p < 0.001), with subjective wellbeing showing notable correlation to behavioral intention (β = 0.262, p < 0.001). Generational analysis revealed consistently stronger relationships between SSUIE dimensions and wellness values among Gen Z compared to Baby Boomers. The findings provide valuable insights for wellness tourism providers implementing self-service technologies.