The Spa Experience and Its Body Benefits, Spiritual Benefits, and Emotional Outcomes: Are They Keys to Happiness?

This study explores the impact of spa experiences on customer emotions and well-being, focusing on the roles of facility experience, body benefits, and spiritual benefits. Data collected from 450 spa customers were analyzed using structural equation modeling (PLS-SEM) to test 8 hypotheses. The findings reveal that facility experiences significantly enhance both body and spiritual benefits, which in turn positively influence positive emotions and happiness. Body benefits were found to have a negligible impact on negative emotions, while spiritual benefits contributed to increased negative emotions. Additionally, positive emotions strongly impacted overall happiness, while negative emotions showed a weak influence on happiness. These results highlight the importance of providing an enjoyable, well-equipped spa environment to foster customer satisfaction and well-being. The study’s implications for spa operators include enhancing facility experiences and addressing spiritual and body benefits to promote positive emotional outcomes. Future research should explore longitudinal designs and cross-cultural differences for a broader understanding of spa experiences.