Understanding Customer Loyalty in Romanian Wellness Spa Tourism: Insights from TRA Research

Abstract

The wellness spa industry has become one of the fastest-growing segments in the hospitality and tourism industry, with an increasing number of individuals seeking relaxation, rejuvenation, and wellness. Given the growing popularity of wellness spa services, it is important for businesses to understand the factors that influence customers' intentions to remain loyal to wellness spa services. In this vein, this study applied an extended Theory of Reasoned Action (TRA) framework to examine the relationship between attitude towards wellness spa services, subjective norms, satisfaction, and the intention to remain loyal to the wellness spa services. The study utilized survey data collected from customers of a well-known wellness spa destination in Romania. The research results revealed that that attitude and subjective norms positively influence customers' loyalty. In addition, the study found that satisfaction for spa services mediates the relationship between attitude towards spa services and the intention to remain loyal to the spa services. The findings of this study have important theoretical and managerial implications for tourism businesses seeking to enhance customer loyalty and satisfaction with wellness spa services.