Service Innovations and Experience Creation in Spas, Wellness and Medical Tourism

The main aim of this paper is to analyse the relationship between service innovation and experience creation in the context of spas, wellness and medical tourism. The objectives include providing an overview of service innovation theory and models and applying them to the spa, wellness and medical tourism sectors. A case study is given of Pärnu hospital in Estonia, where innovative practices are being implemented to enhance the patient experience. Primary research was also undertaken with the purpose of identifying the most important elements in the experiences of spa and wellness guests and tourists. An online questionnaire was collected from 17 different types of spa and wellness facilities from 56 countries including all kinds of spa, wellness hotels and retreats. Information given was based on three major demand segments: local customers, domestic tourists and international tourists. Findings suggested that some aspects of innovation (e.g. design and technology) are not as important as expected, but evidence-based treatments, medical services and natural and local resources are. This information gives important insights into customer preferences and current and future trends, which is essential for operators trying to create innovative, unique and competitive customer services.