Clustering wellness tourists in spa environment

•Wellness tourists are clustered based on concepts of socially active and self-focused.•Marital status emerged as a significant socio-demographic determinant variable.•‘Socialization and excitement’ emerges as a determinant of intent to revisit.

Spas meet the requirements of both medical and wellness tourists. The former are requiring treatments for specific medical reasons while the latter seek to preserve health. The differences between the two groups are therefore primarily one of the motives even while both may use a number of common resources. This study reports findings from a sample of 165 wellness tourists using the services at Vrnjacka Banja Spa, Serbia. Their motives are classified as ‘rejuvenation’, ‘socialization’, ‘hedonism’, ‘obsession with health and beauty’, ‘relaxation’ and ‘escape from routine’. The study also examines the role of socio-demographic variables as determinants of being a ‘wellness tourist’.