Evaluation of the state of memorable experiences for SPA tourism in Zimbabwe: Conceptual Paper
DOI:
https://doi.org/10.64754/r599x955Keywords:
Article is important for the fulfilment of my DPhil qualification, final submission end of NovemberAbstract
This scoping review maps and synthesises existing literature on the state of memorable experiences in SPA tourism in Zimbabwe, focusing on structural gaps, SPA typologies, and experiential design. Despite sustained global growth in wellness tourism, scholarly engagement with Zimbabwe’s Solus Per Aqua (SPA) sector remains limited, particularly regarding how memorable experiences are conceptualised and operationalised. Using a structured search of peer-reviewed and grey literature across major academic databases, the review screened studies published between 2010 and 2025, with a refined sample informing thematic analysis. The review classifies SPA tourism into key typologies: township, luxury, resort, thermal, and natural SPAs, and evaluates their capacity to generate memorable experiences. Findings reveal a fragmented knowledge base, with minimal empirical and theoretical linkage between SPA offerings and experience memorability. Zimbabwe is endowed with abundant natural springs; however, these resources remain underdeveloped, undervalued, and marginalised within formal tourism systems. Most natural SPAs are positioned as cultural or therapeutic spaces catering to local or vulnerable populations, rather than as strategically designed, high-value tourism products. In contrast, globally competitive SPA destinations integrate multisensory design, servicescape optimisation, and strong branding to enhance memorability and attract high-spending markets. The review further identifies key constraints, including weak regulatory frameworks, inadequate infrastructure, limited product development, and poor experiential packaging. Additionally, tensions are noted between the adoption of advanced technologies and the preservation of authentic, culturally embedded SPA experiences. The study highlights a critical gap in both scholarship and practice regarding memorable SPA tourism in Zimbabwe. It emphasises the need for contextually grounded frameworks to guide the development, packaging, and positioning of SPA experiences capable of enhancing destination competitiveness and aligning with global wellness tourism trends.References
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