Qualidade percebida no turismo de bem-estar: proposta do modelo SERVESTAR

Abstract

Wellness tourism has been established as a growing segment in the global tourism sector, driven by increasing demand for experiences that promote health, relaxation, and quality of life. This study aims to propose a perceived quality model for wellness tourism. Methodologically, the research is characterized as qualitative, descriptive, and exploratory, structured in three phases. In the first phase, a Systematic Literature Review (SLR) on wellness tourism and service quality was conducted, analyzing articles published between 1987 and 2023 in the Web of Science (WoS) database. The selection followed the PRISMA protocol (Preferred Reporting Items for Systematic Reviews and Meta-Analyses), resulting in the validation of 90 empirical articles. The second phase combined multiple research strategies. Initially, a pilot study was conducted with consumers from 14 SPAs in the state of Rio Grande do Norte (RN), using User-Generated Content (UGC). Subsequently, the research included a longitudinal study, considering work developed by the researcher between 2013 and 2024, as well as interviews with 19 professionals in the field, including beauticians, massage therapists, and holistic therapists. Data analysis was performed using the content analysis technique (Bardin, 2011), supported by the Iramuteq software (version 0.7 Alpha). The semi-structured interview script incorporated a research vignette (Hoelz & Bataglia, 2015; Ornellas et al., 2023; Bezerra & Coelho, 2023) and was developed based on five dimensions: human element, service quality, perceived quality, customer satisfaction, and loyalty (Parasuraman et al., 1985; Cronin & Taylor, 1992; Conde, Mazaira & Costa, 2013; Mondo, 2014; Chi et al., 2020). In the third phase, the collected data were interpreted and systematized, resulting in the consolidation of the proposed perceived quality model. The SERVESTAR conceptual model is structured around four main aspects: (1) Inputs, related to the motivations for providing wellness services; (2) Perceived Quality Attributes, which assess service criteria; (3) Customer Experience, encompassing contextual and individual factors that influence service perception; and (4) Outputs, representing the results perceived after service utilization. Additionally, three assessment tools were developed: SERVSPA, for wellness establishments; SERVSPA-Home, for home services; and SERVYOGA, aimed at yoga and meditation therapists. The hypothesis that the perceived quality of wellness services is related to professional competence, infrastructure, and hospitality was explored throughout the study and supported by participants' narratives and perceptions, which highlight the centrality of the human element in the tourism experience. These findings reinforce the importance of investing in the training and recognition of professionals in the sector. It is concluded that hospitality emerges as a transversal element in the context of wellness tourism, as it integrates human attributes—such as welcoming, empathy, and active listening, with structural conditions, such as the adequacy and modernization of facilities. Furthermore, the relevance of the outcomes resulting from the service provided was highlighted, as these are closely linked to the performance of the wellness professional and have a direct impact on customer return rates and their willingness to recommend the service.