The wellness industry has been growing rapidly in recent years, especially in Europe and North America. It’s been mostly determined by the change of lifestyle among the Western population, increasingly oriented towards the wellbeing and health of body and soul. Wellness centers, spas and hot springs have become a major destination for those who wish to relax and rejuvenate themselves.
A spa is a place that offers different water-based treatments – thermal (hydrotherapy) and marine (thalassotherapy). These can be combined in various ways to produce different types of treatment – for example, mud wraps, steam baths, hydro-massage and seaweed wraps. Moreover, a lot of spas offer a wide range of beauty and fitness services like massages, manicures and pedicures, skin care, cosmetics, etc.
In order to understand the reasons why people choose to visit a spa, some researchers have explored the motivations that can drive customers to choose this type of treatment. For instance, Valentine et al. (2000) have found that utility is one of the most important factors influencing spa-goers’ purchase intention. This is because, according to them, a trip to a spa is not just about pleasure; it is also about improving and maintaining health.
In addition, the recent pandemic has raised the awareness of many people regarding their physical and mental health. This has led them to look for wellness centres and spas that offer a healthier diet, more exercise and specialised treatments like cryotherapy, which can help boost fat loss, firm and tone the body and reduce cellulite. wellness and spa