ABSTRACT
In a world of increasing connectivity and relentless schedules, holidays that calm the mind and soothe the soul are sought-after commodities. The growing popularity of spa tourism worldwide has led to the need to understand these experiences in greater depth, including the nature of their appeal and how they are marketed to tourists. Spa tourism remains under-researched in terms of its experiential value, despite its ubiquity in many, if not most destinations, and the premium paid for these experiences by growing numbers of tourists (Erfurt-Cooper and Cooper 2009). It has been noted that these experiences present ‘more choices than ever’ and can be eclectic and highly personal (Burt and Price 2003: vii). There are, however, common elements or features within spa tourism experiences, which warrant further exploration.
