University of South Florida (USF) M3 Publishing


The pandemic became a real part of daily life. We do not know whether it was God’s will or fate to halt worldwide travel. Both worldwide travelers and those who prefer to stay close to home were made more hyper aware of their physical and mental well-being. Keeping healthy and remaining well in terms of living a quality life became a priority. In this regard, spa visitors also desired to visit or travel somewhere else when the opportunity arose and the cost is affordable. Virtual Reality (VR) was one of the Smart Technologies that helped serve this wanderlust need when people visited spa centers. However, the questions remained how can spa practitioners adopt VR in their operations. Should VR be used while enjoying spa treatments in the treatment room, or will the possibility of VR travel attract more customers? In this research, we investigated and explored the possibility of adopting VR as part of the spa experience. The article evaluated various stages of the spa and wellness experience and quantitative analysis using a multiple regression model was completed. In this direction, we understood how spa guests perceived the usefulness of and importance of VR at Check-In, Waiting Room, Treatment Room, and Check-Out. Conclusions and suggestions helped to shed light and allow spa practitioners, owners, and marketers make better decisions to improve spa facilities for service enhancement and experience creation.



Recommended Citation

Tang, I. L. F., Xu, S. Z. B. & Chan, E. (2021). Significance of VR in the spa: A spatial analysis. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1-10). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

Creative Commons License

Creative Commons License
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