Transforming Hospitality into “Hospital”ity: The Effect of Grit on the Use of Wellness-Friendly Hospitality Services

As the hospitality industry adapts to meet customers’ increasing demand for wellness, incorporating innovative wellness services (WSs) has become a crucial strategy to retain customer engagement. This study explored how the psychological trait of grit may serve as a significant determinant of customer engagement with WS in the hospitality context. Grounded in the transtheoretical model (TTM) stages of change, the study examined the relation between grit and customers’ perceptions of wellness hospitality services. By integrating TTM as a theoretical framework, this research attempted to understand the way that individuals interact with and perceive wellness-oriented amenities; also, it offers actionable insights into ways to enhance customers’ engagement. The study employed a quantitative method. By using an online survey (N = 337) and structural equation modeling (SEM), the study explored the relation between grit, WS, and customer engagement in the hospitality industry. Grit was found to be an important antecedent of using and engaging with various WSs. This study also demonstrated that WSs have a significant positive effect on customers’ engagements with WS. These study findings can help hospitality professionals to identify gritty customer segments to retain possible customer retention.