CAN LEISURE ACTIVITIES BE TRANSFORMATIVE? THE ROLE OF CSR PRACTICES IN SPA TOURISM DESTINATIONS
Keywords:
spa tourism destinations, corporate social responsibility, leisure activities, transformative tourist experience, sustainability awareness, responsible tourist behavior
Abstract
Tourism, as one of the fastest-growing global industries, places increasing pressure on natural resources and local communities, highlighting the need for sustainable and socially responsible practices. Spa destinations, which depend on natural healing resources, environmental quality, and preserved local contexts, are particularly relevant settings for integrating sustainability into tourist experiences. When supported by CSR practices, spa tourism may not only contribute to reducing negative environmental and social impacts, but also encourage positive shifts in tourists’ attitudes, awareness, and behavior. This paper adopts a literature review approach to explore how CSR practices integrated into spa leisure activities may foster tourists’ transformation by enhancing sustainability awareness and encouraging responsible post-trip behavior. The paper conceptualizes spa destinations as settings for sustainability-oriented transformation and identifies mechanisms through which leisure activities can extend their influence beyond health and relaxation services.
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References
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Wade, G. H. (1998). A concept analysis of personal transformation. Journal of Advanced Nursing, 28(4), 713–719. https://doi.org/10.1046/j.1365-2648.1998.00729
Wang, T. C., Tseng, M. L., Pan, H. W., Hsiau, C. C., Tang, T. W., & Tsai, C. L. (2021). The development of a sustainable wellness service marketing strategy in Taiwan based on consumer eye movements and preferences. Journal of Cleaner Production, 282, 124382. https://doi.org/10.1016/j.jclepro.2020.124382
Becker, E. (2018). Tour-guiding as a pious place-making practice: The case of the Sehitlik Mosque, Berlin. Annals of Tourism Research, 73, 81–90. https://doi.org/10.1016/j.annals.2018.09.009
Chilufya, A., Hughes, E., & Scheyvens, R. (2019). Tourists and community development: Corporate social responsibility or tourist social responsibility? Journal of Sustainable Tourism, 27(10), 1513–1529. https://doi.org/10.1080/09669582.2019.1643871
Dimitrovski, D., Marinković, V., Djordjevic, A., & Sthapit, E. (2024). Wellness spa hotel experience: Evidence from spa hotel guests in Serbia. Tourism Review, 80(6), 1300–1319. https://doi.org/10.1108/TR-11-2023-0770
Facoetti, V., & Galluzzo, L. (2024). Transformation design for responsible tourism: A paradigm shift for local community empowerment and well-being in destination. WIT Transactions on Ecology and the Environment, 263, 139–151. https://doi.org/10.2495/ST240121
Kirillova, K., Lehto, X., & Cai, L. (2017). What triggers transformative tourism experiences? Tourism Recreation Research, 42(4), 498–511. https://doi.org/10.1080/02 508281.2017.1342349
Kolb D. A. (1984) Experiential learning: Experience as the source of learning and development. Prentice Hall.
Kuokkanen, H., & Kirillova, K. (2024). Ethically transformative experiences in hotels. Annals of Tourism Research, 105, 103709. https://doi.org/10.1016/j.annals.2023.103709
Kuokkanen, H., Han, D. I. D., Kirillova, K., & Boerwinkel, M. (2026). Crafting ethically meaningful experiences: Towards experiential corporate social responsibility. Tourism Management, 113, 105323. https://doi.org/10.1016/j.tourman.2025.105323
MacKenzie, N., & Gannon, M. J. (2019). Exploring the antecedents of sustainable tourism development. International Journal of Contemporary Hospitality Management, 31(6), 2411–2427. https://doi.org/10.1108/IJCHM-05-2018-0384
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. M.I.T. Press.
Mezirow, J. (1978). Education for perspective transformation: Women’s re-entry programs in community colleges. Center for Adult Education, Teacher’s College, Columbia University.
Neuhofer, B., Celuch, K., & To, T. L. (2020). Experience design and the dimensions of transformative festival experiences. International Journal of Contemporary Hospitality Management, 32(9), 2881–2901. https://doi.org/10.1108/IJCHM-01-2020-0008
Pinthong, C., Inprasertkul, T., Rattanopas, C., Fakfare, P., Han, H., & Chua, B. L. (2026). Spa social responsibility as a quality signal: Building customer loyalty through ethical and sustainable practices. International Journal of Hospitality Management, 133, 104485. https://doi.org/10.1016/j.ijhm.2025.104485
Pulido-Fernández, J. I., & López-Sánchez, Y. (2016). Are tourists really willing to pay more for sustainable destinations?. Sustainability, 8(12), 1240. https://doi.org/10.3390/su8121240
Pung, J. M., Gnoth, J., & Del Chiappa, G. (2020). Tourist transformation: Towards a conceptual model. Annals of Tourism Research, 81, 1–12. https://doi.org/10.1016/j.annals.2020.102885
Rehman, S. U., Bresciani, S., Yahiaoui, D., & Giacosa, E. (2022). Environmental sustainability orientation and corporate social responsibility influence on environmental performance of small and medium enterprises: The mediating effect of green capability. Corporate Social Responsibility and Environmental Management, 29(6), 1954–1967. https://doi.org/10.1002/csr.2293
Roberson, D. N. (2002). Modern day explorers – The way to a wider world. World Leisure, 44(3), 35–42. https://doi.org/10.1080/04419057.2002.9674277
Seeler, S., Zacher, D., Pechlaner, H., & Thees, H. (2021). Tourists as reflexive agents of change: Proposing a conceptual framework towards sustainable consumption. Scandinavian Journal of Hospitality and Tourism, 21(5), 567–585. https://doi.org/10.1080/15022250.2021.1974543
Seočanac, M. (2022). Transformative experiences in nature-based tourism as a chance for improving sustainability of tourism destination. Economics of Sustainable Development, 6(1), 1–10. https://doi.org/10.5937/ESD2201001S
Sheldon, P. J. (2020). Designing tourism experiences for inner transformation. Annals of Tourism Research, 83. https://doi.org/10.1016/j.annals.2020.102935
Su, L., & Swanson, S. R. (2017). The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists. Tourism management, 60, 308–321. https://doi.org/10.1016/j.tourman.2016.12.011
Szromek, A. R. (2021). The sustainable business model of spa tourism enterprise – Results of research carried out in Poland. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 73. https://doi.org/10.3390/joitmc7010073
Wade, G. H. (1998). A concept analysis of personal transformation. Journal of Advanced Nursing, 28(4), 713–719. https://doi.org/10.1046/j.1365-2648.1998.00729
Wang, T. C., Tseng, M. L., Pan, H. W., Hsiau, C. C., Tang, T. W., & Tsai, C. L. (2021). The development of a sustainable wellness service marketing strategy in Taiwan based on consumer eye movements and preferences. Journal of Cleaner Production, 282, 124382. https://doi.org/10.1016/j.jclepro.2020.124382
Published
2026-10-16
How to Cite
Lazović, S., Milovanović, V., & Seočanac, M. (2026). CAN LEISURE ACTIVITIES BE TRANSFORMATIVE? THE ROLE OF CSR PRACTICES IN SPA TOURISM DESTINATIONS. Tourism International Scientific Conference Vrnjačka Banja - TISC, 9(1), 238-247. https://doi.org/10.52370/TISC26238SL
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Articles
