Service Quality and Sustainable Innovation in Spa Tourism: A Qualitative Analysis of Professional Narratives

Health and spa tourism is a rapidly growing sector that merges traditional healing with modern innovations to meet increasingly diverse client needs. Understanding professionals’ perspectives is crucial for developing sustainable strategies that enhance service quality, organizational performance, and long-term business viability. Drawing on qualitative narrative analysis and thematic network analysis, this study explores the key factors that spa tourism professionals in Băile Felix—the largest spa resort in Romania—associate with business success, competitive differentiation, and sustainable development. Data were collected through semi-structured interviews with 41 entrepreneurs and managers who provided detailed narratives on their strategic goals and market positioning. Rather than measuring customer psychological constructs directly, this study captures professionals’ expert attributions regarding service quality, staff professionalism, infrastructure investment, and economic objectives, and interprets these as managerial perceptions grounded in operational experience. Five research propositions guided the interpretive analysis: (P1) professionals narratively associate service quality and treatment diversity with perceived business performance and guest retention signals; (P2) staff professionalism and attitude are attributed as the primary drivers of competitive differentiation; (P3) infrastructure investment and innovation are framed as prerequisites for sustaining market positioning; (P4) the identified themes form a structurally interconnected network with key bridging nodes; and (P5) professional narratives reveal tensions between short-term economic objectives and longer-term commitments to service quality and sustainability. Thematic network analysis identified four central constructs—service quality and treatment diversity, staff professionalism and attitude, innovation and infrastructure investment, and economic and development objectives—and mapped 16 interconnected sub-themes, with modularity analysis (Q = 0.42) confirming a moderately cohesive structure. Sustainable innovation was operationalized across environmental efficiency, social value, and economic resilience dimensions, and found to be embedded systemically across multiple thematic clusters rather than treated as an isolated practice. The originality of this study lies in integrating narrative and thematic network analysis to reveal how these constructs co-evolve within a sustainability-oriented system, offering a novel methodological lens for spa tourism research in post-transitional Central and Eastern European contexts. Findings provide actionable insights for spa managers, policymakers, and investors seeking to balance modernization with tradition in resource-constrained destinations.