The spa industry has been on a growth trajectory as evidenced by heavy investment by operators to transform it into a vibrant 5, 2 billion economy in Europe. This pattern has been duplicated in United States whereby the number of spas globally has grown to 34,057 [1,2]. However some spa tourism has remained stagnant. Nevertheless, the slow growth rate in some parts of the world has been commended for being authentic and for preserving traditional themes while falling far from delivering the anticipated memorable experiences.

Spas have been in existence ever since the 14th century, which gives bathing in thermal water an impressive history. Britain is still embraces the acronym spa whilst Europe uses the term thermal water with reference to bathing in thermal water for therapeutic purposes. This process is described as balneotherapy, spa therapy, hydrotherapy (Bender et al., 2004). Spas have proved beneficial in relieving patients from stress as noted in one of the studies that the curative effect is more evident during the period from October to November than April to June [4].

 Despite many years of their existence spas in small South African towns are still below consumer expectations due to being located in the periphery and mostly in marginalised communities [4,5]. Reference is made to Montagu spa which was discovered in Western Cape in 1850s, positioning South Africa as one of the health and wellness destinations, with a conducive climate and mineral springs [6].

 According to the maiden theory from Dun (1879), high wellness is attained when there is an equilibrium balance of body, soul and spirit, which an ordinary spa purports to deliver to its consumers. This therefore shows that spa tourism delivers the wholesome package as presented by maiden theo rists that is the equilibrium balance of the body, soul and the spirit. When a service scape has to be designed in such a way it should to be able to stimulate the so called memorable experience.

Whereas the more complex, state of the art and built in service scape have superior competitive advantage, delivers balance of all domains of human being, physical, spiritual, emotional, mental, emotional, occupational, and intellectual [7].The accapetance of a price of spa menu depends on the quality of environment, the service scape [8]. Such is a benchmark of a memorable spa commonly found in developed world such as Europe, Asian and United States. In this case of spa in Zimbabwe m studies currently being undertaken look at opportunities and possibility of packaging to ensure they are more attractive to create an ideal modern tourism industry capable of delivering some memorable experiences [9] It has been that the spa are born from exploration natural springs, leading to the ever increasing number of tourists seeking for memorable experiences [10].

Studies have also noted that there are several virgin spas, untapped and understudied in the world due to challenges of marginalisation and economic development [4,11-13]. While it is a fundamental that spas should fulfil health and wellness needs through hedonic and eudemonics elements that leads to memorable spa experiences have to be established at all cost. The spa industry has evolved like any other tourism sector, gearing towards experiential economy and delivering memorable experiences. Pine and Gilmore (1989) subsequently argued that experiences are mainly personalised, multi-sensory, memorable, engaging and ideally, co-creative. Studies strongly recommend that when designing a spa, the same traits stated above must be built in [7]. This paragraph should be part of the introductory information and should have been presented earlier.

While have been in existence for centuries the idea towards transformation of spas is keeping with the pace and needs of contemporary tourists who will be searching for memorable experiences. Therefore, in order to conform to the momentum of spa tourism, the industry has to recreate, merging and forming some strong brands. To date spa facilities are being considered as business entities responsible for promoting wellness with further investment towards ensuring modern trends to create niche market that enhances spa tourism revenues [14]. In addition, there is a variety of spa menus available that ranges from skin care products, work out devices, home grown supplements and administrations (body and water medications) [14]. This study has also noted that the Universal Spa Affiliation (USA) has proposed six dimensions of spas such as club, beauty, day, destination, journey transport, helpful, and mineral spring spas designed as a deliberate effort to satisfy the current experience market.

Understanding the state of memorable experiences in the spa tourism is important to appreciate the industry from a global perspective, where water has been central in the evolution of spa industry especially in treating chronic diseases to leisure .While the Greeks prefer fresh baths from natural resources, studies acknowledge the existence of sea bath, thalassotherapy which has been considered healthier for public consumption. The Romans also took a leaf from Greeks and established spas around thermal and mineral springs, an initiative which was a step towards adding value to spas and in turn creating some business entities which are income driven.Thus, these spas have since created and enhance memorable experiences that have taken strides in the development of spa tourism.

On the other hand, based on the recent study conducted by the researcher, most the existing natural springs remain undeveloped and they have only been preserved for spiritual wellness. However with the influx of spa tourists, plans are underway to ensure there is development of ideal modern spas in the marginalised areas. Some responses from the study recently undertaken only shows that only city spas concentrating on massages and skin treatments would deliver the more anticipated memorable experiences

The recent study has also presented Bali as one of the most decorated spa in the world built around natural beauty and unique resources in Indonesia [15].The spa at Bali has been named the Island of Paradise due to biodiversity and cultural uniqueness capturing the domestic, regional and international market. Additionally, Hungry has been identified as a destination that is progressive in spa development, the study notes that, it constitutes 80% unique natural springs , thermal water and healing mineral water resources .The destination is endowed with 51 medical spa due to the healing properties of its water resources and 7 Budipest separate entities. Hungarian spas are the most profound, with excellent service scape capable of meeting international standards. The destination management organisation and together with operators, have made frantic efforts investing in state of the art equipment gearing towards delivering value to its clientele, it has become a huge benchmark in the world. What has all this to do with creating memorable spa experiences and spa tourism? Relate this information to the state of memorable experiences.

Having acknowledged some best spas in Europe, this study notes most of the spas in the world mostly in Romania are still under developed and still behind the global trends as averred by IMF in, 2016. Destination boost of 1300 natural rich mineral springs with 30% of total water in Europe yet remain undeveloped. Further examination has shown that if serious undertaking on development of existing natural mineral springs it will change the face of Romania [45].

Zimbabwe as destination is still lagging behind in terms of development despite being in possession of several natural mineral springs while its spas are marginalised and lack branding [16]. This observation is also being corroborated by some enthusiasts in branding globally [44]. Indonesia had seen its spas developed and further commercialised in 1990, during Nusantara erasolus per aqua culture and water therapy was the source of medication, balneotherapy or hydrotherapy [17] It is against this background that this study seeks to interrogate the state of memorable experiences in Zimbabwe. This exercise can only assist destination managers to ascertain the current state of spa industry to facilitate development to deliver the sort after memorable experiences. Use the funnel approach please. Rearrange this information so information from developed countries feature first, then developing and Zimbabwe should come last. Also make sure that your background flows while you hammer on the memorable experiences and spa tourism.

Your background seems like you are already presenting the findings yet it should provide the evolution of spas and their role in creating experiences. This background should be an introduction to your story. So reorder the information so that your story has a meaningful structure.

Statement of the Problem

The state of memorable experiences from spas remains under researched especially in Zimbabwe, which has adversely impacted their documentation in related literature for spa tourism. Majority of spas lack branding, unattractive and difficulty to market due to poor service scape and may not deliver memorable experiences as guests anticipate [16] impacting negatively on memorable experiences for spa tourism. This study sought to determine the state of existing memorable experiences for spa tourism. Findings from this conceptual paper may help in the documentation of memorable experiences for spa tourism and also add value to the existing body of knowledge.

Objectives of the Study

1. To establish the state of the existing memorable experiences for SPA tourism in Zimbabwe.
2. To document the state of the existing memorable experiences for spa tourism

The study was purely a desktop research which employed a scoping review of literature from accredited journals in the journey to determine the existing state of memorable experiences for spa tourism in Zimbabwe. This paper was also enriched by literature gathered from academically accepted and peer reviewed journals mainly from data bases such as Research Gate, Google Scholar, EBSCOHOST, Science direct, Open Access and Scopus. The researchers constantly utilised common phrases and key words such as relevant journals such as spa health and wellness, evolution of resort spa, therapeutic landscape, natural springs, luxury, and beauty, themed spas, solus per aqua, memorable spa tourism, resort spa and creating wellness tourism experiences. As guides to gain access to relevant journals. This study was only able to gather data using an intelligent systematic procedure which allowed focus to delimit the search to the core business of establishing existing memorable experiences in spa tourism and not any other aspects of the broad and diverse tourism industry.

Therefore, findings from this study are a true picture painted on the state of memorable experience in the spa tourism not any other forms of tourism in Zimbabwe, 38 journals were reviewed of which 25 articles were regarded as relevant to the topic for this conceptual paper. The inclusion criteria was based on articles on memorable spa, wellness, and thermal, mineral spring and water. The research papers and articles were derived from journals published from the year 1998 to 2024. Thematic analysis was employed to generate themes that were used in presenting the findings from the study with reference to Zimbabwe.

This study featured resort or luxury spas in urban hotels and resort are enriched with cultural and modern themes packaged to deliver memorable experiences. However, major disparities was the so called township natural springs which are plenty around the globe which have remained cultural icons to date [18]. These township natural springs are neglected and undeveloped to be commercialised. In their state they cannot be seen as real assets to induce memorable experiences and promote spa tourism [19]. Therefore, these natural resources have to be optimised to add a sustainable value for increased experiences.

Resort Hotel Spa Experience

Spas in resort are secluded facilities providing guests an opportunity to relax from a busy schedule After an engagement with several activities in a resort , hotels saw it fit to expose guest to skin treatments and massages to retain harmony of the body , soul and spirit such is called ,the equilibrium balance [20,21]. The study also noted that such havens have become a revenue generating facility hence upgrading spas to deliver memorable experience becomes topical , priority now is to deliver value for money. The Study also indicates spas in resort hotels were being considered as an amenity used as marketing tool to attract guests in upmarket hotels and independent resorts in the 19th century [22]. Spa facilities in hotels have become commercial entities capable of generating viable profits [21]

This a spa experience presented as an extra facility, for management as an additional business portfolio to complement the core business of selling rooms, a resort spa has to deliver authentic memorable experiences ,as guests prefer more of hand messages utilising natural oils and less of advanced technology for example electronic machines Findings from literature prove that the products are being over commercialised, fancy to the extent of losing authenticity, which is a deviation from its original premium offering. Luxurious spa are characterised by extravagance, strong brands and highly priced as a differentiation strategy to counter existing competition [23,24]. Consumers in luxury hotel spas are in search of relaxation, pampering, beautification and enhancement of wellness [41,42]. A Spa business entity is committed to deliver a sensory value , brand promise based on its service scape ,Lin and Mattila, [43] & Bell etal and Willaims and [25], aesthetics, ambience, aroma, colour, and lighting, through tangible components; emotional, psychological, and intellectual values , benefits through providing meticulous service delivery processes and educational sessions. Luxury hotel spas, lack authentic in situations where a culture, a service process is lost when there are no meticulous following cultural guidelines. Pizam (1993) explained that “Culture exists everywhere and everyone belongs to at least one hence innovations undertaking to deliver memorable experiences should not be divorced from culture of origin

This study categorically relates cultural meaning as a driver of perceived authenticity. Lomilomi is an ancient Hawaiian massage technique, it is a traditional approach passed on from generation to generation, where such a menu item has to be adopted and only Hawaiian employee will do it better [26]. A Turkish based Hammam, culturally which is a cerematic tiled based steam room, its true essence ritual practised in Turkey, Tunisia and Morocco, [40]. An attendant leads the guest into the sogukluk (a cold room) to adjust to the temperature. Next, wearing only a pestemal (apron) and nalins (clogs), the guest goes to the core sicaklik or hararet (hot room). The attendant pours hot water on the guest the is lathered with soap and shampoo and given an invigorating full-body massage [26]. In the quest to understand the memorable experiences in luxury spa, there is a tendency of losing some authentic experiences, there is need to communicate original rituals of Hammam for such a therapy has to be deemed to be authentic by Turkish origins. Zimbabwe as a destination still lagging behind in commercialisation of its cultural approaches in skin treatments and messages by utilising its plenty of water .While health benefits are being derived from the pool at Nyanyadzi thermal water little has been written about how such as resource can be enhanced to deliver memorable experiences as it has remained undeveloped [16,27]

Township Spas Experience

Majority spa that are developed from existing mineral springs, such spas normally deliver the authentic experiences. They are ideal for consumers who are looking for healing from chronic ailments such as cancer, some skin diseases and even some spiritual deliverance. However the history, authenticity and sustainability is safe guarded by traditional leaders [28]. These leaders are custodians who ensure that even the information and procedures are passed on from generation to generation [13]. This study is mainly focused on understanding the state of memorable experiences delivered by such spas.

Another review was also done to check resilient of developed spas during the pandemic, the Russia-Ukraine war, spa destination in Romania and one in Slovakia, there was significant decrease of benefits [29]. While incremental benefits were also realised in township spas, showing the tendency of huge tourists flows in townships which are more peaceful and less stressful [30] .The trend generally shows even during the war or pandemic tourists are constantly seeking for equilibrium balance of soul, body and spirit as articulated by Dun the proponent of health and wellness. It therefore means plenty of thermal springs and water resources can be developed into spas, which can be turned into national brands [31]. The study also shows the need for destinations managers in Zimbabwe to work towards developing the marginalised plenty of water resources, repackage them to create memorable experiences for guest [32]

It is also learned from different case studies that while natural mineral springs are still delivering expected healing experiences, they have remained under developed because they are mainly located in marginalised communities (Boekstein et al., 2012). Their infrastructure is generally poor and undervalued as assets to Wellness and Spa tourism development in Zimbabwe [16]. The said statement resonates well with a case study that has been recently conducted in Nemakonde [16]. The Nyanyadzi natural spring in Zimbabwe is one of the natural resources that is becoming tired and gradually losing attention, negatively impacting on foreign inflows [16].Other destinations take advantage of such resources to give a face lift to the whole tourism. This study also notes that most of the modern spas enjoyed in resort areas have been developed from exploitation of various forms of natural springs [16]. The tourism industry can only experience a boom when such natural resources are developed in order to deliver memorable experiences [39]. In Greece and Rome natural springs are known for being cultural icons, where consumers can have unique cultural experiences [7]. Greeks can also be acknowledged for being able to tap into the benefits of natural springs from as early as the 5th century while Romans were able create entertainment from bath tubs from thermal springs (Smith and Puczko, ibid).Natural spring exist in many categories ,as shown in the table below. Derived from a research. While the spas are born from different natural springs it is important to identify various levels of spas that is from natural into developed spas [16]. The table below provides evidence of developments that can be done ensure some existing natural hot springs deliver memorable experiences.

Table 1: Spa classes.

Source: Erfurt-Cooper and Cooper (2009)

According to studies previously undertaken amongst third world countries, there are many natural spring bodies especially that can be developed into modern spas [33]. Yet such natural springs could be developed to deliver real experiences packaged for tourists and generate foreign currency [38].The study concurs with other researches previously undertaken, that exploitation of such resources may a attract a niche market of spa tourism around the globe [16].

This study has also tracked the evolution resort spa in South Africa, Montagu being first natural spring discovered in the Western Cape Province .The spa has remained neglected and still marginalised due to its location [4,5]. Based on literature available, this spa is still in its natural state despite the potential it has to become a main pillar of economy [34]. It is also noted that even the significant development that has been realised in urban spas was due to vast literature content pointing to paradigm shift to meet the new needs of baby boomers and new tourists seeking memorable experiences [35]. There has been a thorough emphasis in infrastructural development, related to service scape to reconfigure spas into delivering more exciting experiences than ordinary. It is also noted from researches that a hyper urban tourism development is because spa experience is meant for the minority in Africa leaving majoring of natural springs in township undeveloped [37]. These observations corroboration with Madzikatire et al. [16], who also noted that natural springs in Namakonde are undeveloped and undervalued .It therefore denotes that vast natural springs that have a capacity to be developed into modern memorable spas are still unattractive, may not be able to attract a lucrative marketing with high spending propensity.

Based on literature reviewed, it can be concluded that the state of memorable experience for spa tourism globally, depends on the nature and the state of the spa. While the memorable experiences envisaged include sensory value, brand promise based on its service scape [36], in addition to aesthetics, ambience, aroma, colour, and lighting, through tangible components; emotional, psychological, and intellectual values , benefits through providing meticulous service delivery processes and educational sessions on a global scale, the existing memorable experiences for spa tourism are still limited. In Zimbabwe the experiences are limited to offerings from resort hotel spas, township spas and natural springs which may be negative or positive depending on the service scape. However in developed countries, technology has replaced the cultural infusion which emanates from the substitution of human cultural intelligence and expertise as alluded in some cases in Turkey creating an assortment of memorable experiences, Therefore, further studies can be conducted to explore ways of increasing memorable experiences for spa tourism in Zimbabwe and beyond and also develop a memorable experience index for spa tourism.

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