The spa and wellness industry, focusing on holistic well-being, has witnessed remarkable growth in recent years, becoming a prominent niche in the broader tourism landscape. This transformation has been significantly influenced by the pervasive presence of social media, which has revolutionized communication and decision-making processes. This chapter synthesizes the relevant literature to elucidate the intricate relationship between social media reviews and consumer choices in the spa and wellness sector. The academic significance lies in the propositions, providing a solid foundation for future empirical research in consumer behavior within the spa and wellness context. Practically, this study offers actionable insights for spa and wellness businesses, emphasizing the need to actively encourage and promote high-quality, credible reviews and prioritize customer engagement strategies. Moreover, this study highlights the significant prospective contribution of this study towards the sustainable development goals (SDGs).
TopIntroduction
A spa is a facility that offers a range of treatments and services to enhance physical, mental, and emotional well-being (Okech, 2014). Lehto et al. (2006) described a spa as a place where therapeutic services enhance an individual’s physical, mental, and spiritual well-being. In contrast, wellness encompasses a holistic approach to health, encompassing physical, mental, and emotional well-being, it involves engaging in activities and adopting lifestyles that promote optimal health and vitality (Kumar et al., 2023). Global Wellness Institute (2019) defines wellness as the intentional endeavor to engage in activities, make choices, and adopt lifestyles that foster overall well-being and holistic health.
However, Spa and wellness tourism has emerged as a prominent niche sector within the tourism industry (Ahani et al., 2019; Trihas & Konstantarou, 2016). The demand for enhancing physical fitness, access to knowledge regarding healthy lifestyles, nutritional guidance, healing therapies, preventive healthcare, solutions for psychological challenges such as stress and depression, and the promotion of spiritual well-being is increasingly met through the diverse range of health and wellness programs currently offered; spas are now a top priority for many vacationers since they provide a health and relaxation element to the typical vacation or break(Didascalou & Lagos, 2009). According to Suttikun et al. (2018), the International Spa Association (ISPA) has released a study revealing that 184 million spa visits were made in 2016, generating $16.3 billion in revenue. Moreover, the expansion of the spa sector and customer visits reflects broader shifts in consumer attitudes toward integrating health and leisure activities, as well as beliefs that spa treatments may assist in achieving the optimal health outcomes for customers (Ahani et al., 2019; Chen et al., 2013).
In the contemporary digital age, social media has seamlessly integrated into our everyday existence, fundamentally transforming how we communicate, disseminate information, and make decisions (Dentzel, 2013; Garg & Kumar, 2021). With the rise of social networking platforms, consumers have gained unprecedented access to a vast array of information and opinions from fellow users. It has profoundly impacted various industries, including the spa and wellness sector (Kaur & Kumar, 2022). Choosing a spa or wellness center can be challenging for consumers as they seek a reliable and reputable establishment that aligns with their needs and preferences. In this context, social media reviews have emerged as a significant source of information for consumers, shaping their decision-making processes (Varkaris & Neuhofer, 2017). These reviews, shared by individuals who have experienced the services or facilities of a particular spa or wellness center, provide firsthand insights and evaluations that influence potential customers (Riswanto & Kim, 2023). Therefore, this study aims to explore the impact of social media reviews on consumers’ choices in this context, focusing on the mediating role of review helpfulness, which will assist concerned stakeholders in formulating marketing strategy and product development to attract customers.