The lucrative tourism industry can only deliver value to the consumers through infusion of memorable experiences at every point of interaction. The concept of memorable experiences in the tourism industry has become topical in the 20th century to the extent that tourism operators who are keen on transforming their business to meet the needs of modern tourists and the spa sector is no exception. There is more compelling evidence to concentrate on the development of spas today because of increased interest on demand health and wellness. [1,2]. Spas have been in existence from as early as 14th century, bathing in thermal water has impressive history in Britain While there is considerable literature spa resources, and little has been done to document the memorable experience for the spa sector.

Spontaneous growth on spas has been witnessed in Asia and Europe taking up 95% of the global markets owing to tremendous attention given to spa facilities [4]. United States has also recorded an upsurge in revenue growth from 2015 to 2019 positioning spas on 5.2billion economy, while the number of spas has also jumped from 27,507 in 109 countries to 34,057 in 127 countries creating jobs for about 1.8 million employees. The growth trajectory is on the upward trend and shows no sign of declining. [5]. Further, the Global Wellness Institute (2018) reported massive growth in spa and wellness industry hence understanding how to deliver the much sort after memorable experiences critical path in the area of development, planning and management [6-8] also alluded to the fact that the spa industry is a growing niche market that has attained significant boom.

Meanwhile, measurement memorable experiences have been researched quite well in other sectors of the tourism industry. Churchill [42] insists there are 24 item of memorable tourism experiences which strongly apply to destination areas. On the same note Kim et al [9] has also developed a scale to measure the destination attributes associated with memorable experiences of which hedonism and refreshment were dominant dimensions in this study. While not disregarding efforts of the proponents of health and wellness tourism. Dunn [10], placed, emphasis on balance of the spirit, body and soul, the author referred the equilibrium of the three aspects as high wellness. While Kaufman, [41] suggested that individual health is the most important factor. Researchers cannot prescribe a common formula for all products as each sector is unique hence it is imperative for specific studies to be undertaken in order to establish variables that stimulate memorable experiences in spa industry in Zimbabwe. Therefore the study looks at the spa tourism and the possible dimensions influencing memorable experiences. It addresses the question: What are the memorable tourist experience dimension in the context of the hotel sector? What are the gaps in relation to memorable tourist experiences dimensions in the hotel?

While, not much has been written on memorable experiences in spa tourism, this theme is gaining much prominence in in the multi-faceted domain of tourism. Nevertheless, any attempt to develop memorable experience dimensions for the spa tourism is largely a quest to bridge the apparent gap that has been identified in relation to the spa sector, Spas should deliver ideal fundamentals of health and wellness that entails hedonic and eudemonic elements of experience On the same note, presentation of an ordinary spa experience facility is not enough, consumers are increasingly in search of staged experiences and goods as props an individual into creating personalised and memorable offerings. On the same note a major takeaway is that commodities are fungible, goods are tangible, and services are intangible while a huge departure is that experiences are memorable [11,12]. It therefore remains central that spas should deliver memorable experiences to its consumers in order to be remembered after departure 37-40].

Meanwhile, the understanding of related theories can help in appreciating the role of memorable experiences from the point of view the consumer, who in this case is the spa tourism consumer. Boorstin [36] in his classical theory opined that, the nature of tourist experience is trivial, superficial and frivolous pursuit of vicarious, contrived experiences which is a pseudo-event. MacCannel [35] theorised that authenticity and pilgrimage of modern man is sufficient to explain the tourist experience. In a nutshell, the observation from the former represents ideal values of mass tourism and certain group of tourists in the middle-aged tourists. While the later philosophical thought would apply well to behaviour of modern tourists, it is acceptable that all tourists are constantly in search of real and authentic experiences [34]. The later observation holds water because it is closely related to the memorable experience dimension this study is focused on.

Table 1: A summary of memorable experiences in other sectors.

While the study sheds more light on some of the dimension of memorable experiences in spa tourism, it illustrates that more has to be done in this regard since only three dimensions emerged from literature

Meanwhile, the understanding of related theories can help in appreciating the role of memorable experiences from the point of view of the consumer, who in this case is the spa tourism consumer. Boorstin [33] in his classical theory opined that, the nature of tourist experience is trivial, superficial and frivolous pursuit of vicarious, contrived experiences which is a pseudo-event. MacCannel [32] theorised that authenticity and pilgrimage of modern man is sufficient to explain the tourist experience. In a nutshell, the observation from the former represents ideal values of mass tourism and certain group of tourists in the middle-aged tourists. While the later philosophical thought would apply well to behaviour of modern tourists, it is acceptable that all tourists are constantly in search of real and authentic experiences [31].

Meanwhile, the understanding of related theories can help in appreciating the role of memorable experiences from the point of view the consumer, who in this case is the spa tourism consumer. Boorstin [30] in his classical theory opined that, the nature of tourist experience is trivial, superficial and frivolous pursuit of vicarious, contrived experiences which is a pseudo-event. MacCannel [29] theorised that authenticity and pilgrimage of modern man is sufficient to explain the tourist experience. In a nutshell, the observation from the former represents ideal values of mass tourism and certain group of tourists in the middle-aged tourists. While the later philosophical thought would apply well to behaviour of modern tourists, it is acceptable that all tourists are constantly in search of real and authentic experiences [2].

Statement of the Problem

Voluminous literature has been generated citing the contribution of spas to health and wellness of beings world-wide [13, 2] However, there is scarcity of literature on the dimensions of memorable experiences in the spa tourism. Nevertheless, managers in the service industry are encouraged to continuously innovate in order to come up products and services that create lasting impressions on consumers. The spa industry will lag behind in harnessing a lucrative market itching for trending memorable experience in the spa industry, if such studies are neglected. It is against this background that this qualitative study seeks to establish the memorable experiences in spa tourism. In terms of practical implications, the study findings will assist service providers to appreciate what should be done in order to positive and lasting memories in the mind of consumers. Theoretically, the study will add to the existing body of literature on memorable experiences, especially in the context of hotel-based spa tourism [44].

Objective of the Study

1. To establish the dimensions of memorable spa tourism in the context of hotels
2. To identify the gaps in relation to memorable tourist experiences dimensions in the hotel?

The researcher undertook a rigorous process of desktop review of articles biased towards memorable experiences models for spa industry. The study was guided by an interpretivism research philosophy went on to review 40 journals. Literature gathered from academically accepted journal mainly search engines such as Research Gate, Google Scholar, EBSCOHOST Science direct, Open Access and Scopus. Common phrases and key words, such as memorable spa experience, memorable spa tourism, health and wellness were used to identify relevant articles used in this study. The inclusion criteria were articles on memorable spa, wellness, and thermal, mineral spring and water, the study was restricted and generated its findings from journals published from the year 1999 to 2024. From the 40 articles that were initially selected, 30 researches articles were analysed. The data findings were analysed using content analysis, interesting themes emerged based on literature [29].

This study revealed three main themes as critical for the development of a memorable experiences in spa tourism. These attributes are human resources, service scape and authenticity However, in comparison with dimensions that were established for other sectors and even tourism, the dimensions obtained through this study seem to be inadequate [28].

Theme 1 Human Resources

There has been a deliberate advocacy for memorable experiences in tourism, though the need to create memorable experiences is rooted in what is referred to as the experience economy [14]. The authors highlighted the importance of value addition is in the service industry [9]. Human capital development is key across the tourism industry because of its critical role in driving innovation [15]. Based on content analysis of 1,254 customer reviews posted online from 2015 to 2019 human capital development is central to model spa tourism to deliver memorable experiences [2] The study noted that the expertise of staff was an important dimension in the delivery of memorable experiences. The three human traits that are essential for unleashing real memorable experiences [45]

An acceptable personality is a desirable trait in interacting with guests and also essential for co-creation which leads to the ultimate memorable experiences. Nevertheless, emotional intelligence remains vital [3]. It is quite evident that with emotional intelligence one’s judgement and decision making is accurate in providing the ability to maintain a positive outlook in case of difficulties. In a nutshell one’s ability to deliver pleasurable emotions, which trigger the tourist’s memories of the trip is imperative [16]. this is because in spa tourism the employees who are key in the delivery of a service to tourists. For example, massage is a human to human service there are no intervening gadgets. It is the professional human touch of the client’s body that matters most, whereas in restaurant services, for example, the primary need is tasty, appetising food, and the act of serving food that waitress perform, though important is secondary.

Goods and services are external, whilst experience is internal, thus engagement with the mind on an emotional, intellectual and often spiritual level is a game changer [12, 8]. Opined that practitioners must be aware that touching emotions of the guests can only trigger memorable experiences. Therefore, spa operators desist from concentrating on service delivery but rather invoke emotions that will result in creation of memorable experiences.

Theme 2: Service Scape of the Spa

Services scape is a venue of exchange, co-creation and co-destruction takes place during consumer and service provider’s interaction. According to Buxton et al. [17], it is the environment or theatre where the delivery of service to a client is made. Similarly, [18], noted that serviced scape is environment in which a service process takes place. It is anything observable or visible that affects the consumer behaviour both negatively or positive which makes the service scape the most sensitive dimension that should be designed with caution [9].

Service scape is a common attribute in relation to the phenomena of memorable experiences in several service sectors. The service scape, which clearly explains the service environment is fundamental in delivering memorable experiences in the spa environment, as indicated on the conceptual framework developed by the researcher as corroborated by literature, [9] posit that leisure centres such as hotel spa or any other spa treatments, design, space, lighting, colour and music are also important stimuli which may influence consumer behaviour. The stimulus organism theory, identified the environmental inputs as one of the factors that affect the internal state of an individual [19] this generally means that the spa environment should have excellent ambience, service processes, communication systems, lighting and physical environment. These attributes are critical in the development a memorable spa environment In other words, investing in state of the art infrastructure, is indeed a game changing strategy towards enhancing memorable experiences even in the spa industry. Literature also supports that physical appearance has a positive impact on revisit intentions of spa consumers. In fact, in the service scape are stimuli which influence the emotions of the guests hence there is need for built in tangible and intangible aspects [20]. As a result, service providers should never miss an opportunity to facelift and or continuously refurbish their spa facilities. Figure 1 illustrates the importance of environment in the delivery of memorable spa experiences [46-48].

Figure 1: Adopted theoretical framework for destination spa (Majeed et al 2018).

developed countries in Europe still lag behind is terms of landscape of spa, especially in countries such as Hungry, Poland and Romania (IMF, 2016).

Kim et al. [9] noted that leisure centres such as hotel spas or any other spa treatments, design, space, lighting, colour and music are also important stimuli which may influence consumer. Meanwhile, the social theory also emphasises the consumption experience in the presence of others in a service scape should not be under estimated The recent findings by Hanks and Line (2018) suggested that the mere presence of others in the hospitality services cape can influence the perception of consumer, still hold water. In a spa context the opposite may be true as a guest if a spa pool or sauna is occupied when the guest prefers seclusion.

The literature consulted in this context underscores the critical role that service scape plays in the delivery of memorable experiences in spa tourism and the hotel-based spas are no exception.

Theme 3: Authenticity

Authenticity exists across many academic disciplines including aesthetics, philosophy, sociology, psychology, marketing and tourism and academics [17]. The observation is also being confirmed by opined that authenticity has been used as a feature to lessen the homogeneity of mass produced, commoditised goods, services and experiences. Researchers suggest that objective authenticity is well placed in spa tourism experiences [21,23]

The application of intrinsic authenticity is evident in tangible factors such as heritage features or décor or intangible factors such as traditions and stories linked to the spa and /or its treatments [7] In cases of hotels the Rosewood Hotels and Resorts describe their designs as inspired by purity and authenticity and really focused on sense of place [24]. Related to this, is also the Chable resorts in Mexico which uses traditional resources in their spa treatments that are linked to Mayan tradition [26]. It is acknowledged that consumer’s perceptions of authenticity will be influenced by their own culture and experiences [25,22]. Rosewood Hotel and Resorts have recently introduced a spa retreat in Mexico called “Marry One Self” which they purport is a true journey of self-acceptance and self-love [24].

Interpersonal authenticity involves consultation of the resident shaman and then followed by timescale session (indigenous sweat lodge), massage and skincare [24] The spa industry entirely dependents on its employees’ ability to continuously engage with guests and demonstrate grooming meticulously, gentle gestures and communication and the skilled delivery of treatments. A mismatch of such deliverable in any spa, is deemed a sub-standard by guests which may result in co-destruction which may cause a loss in market share, in other influence perception of authenticity [27]. In cases where a Hawaiian, lo-lomi message is being delivered by a Hawaian to a non Hawai citizenry it may increase a positive perception of authenticity, basically positive emotions that are critical in enhancing memorable experiences.

The study reflects three major dimensions found in literature in relation to hotel-based spa tourism which are human resources, service scape and authenticity. The transformation of human resources into more responsive and interactive through personal, cultural and emotional intelligence is key in the delivery of memorable experiences as discovered in this study. Further, the ordinary environment has to be developed into a service scape that provides memorable experiences through creating an appropriate ambience thereby making the spa product memorable, exciting and lucrative product that is attractive to its consumers. Lastly authenticity came out as the attributes that are relevant in hotel-based spa tourism, the latter being the most recommended authenticity dimension to develop memorable experiences for spa. The study has shown that there is a neglect of literature on memorable experiences in spa tourism especially in the context of hotels. As such the discourse on memorable tourism experiences in hotel-based spas warrants the attention of scholars form the tourism domain to give due attention to this sector which is booming due to tourists’ increase desire to consume health and wellness tourism in destinations. Future efforts that scholars will make in order to bridge the gaps will go a long way towards the theoretical development of memorable experiences in spa tourism and the broad field of tourism in general. Meanwhile, spa tourism service providers can also have a better understanding of what spa tourists are looking for when they seek services from them.

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