This study investigates whether the frequency of SPA visits influences consumers' happiness and how both happiness and calmness during the experience contribute to increasing health consciousness (HC) and health knowledge (HK).
Empirical data were collected from 207 consumers in Portugal who had recently experienced a SPA visit. A conceptual model was developed and tested using partial least squares structural equation modelling (PLS-SEM).
Results show that happiness and calmness positively influence HC and HK. SPA frequency was associated with happiness but not with calmness, and happiness did not mediate the relationship between frequency and the health-related cognitive outcomes (HC and HK).
This research contributes to health care and wellness tourism literature by clarifying the role of affective states, happiness and calmness, in shaping cognitive health outcomes. The academic and managerial implications are useful for designing strategies that promote both consumer well-being and preventive health behaviours.
