Designing customer relationship management strategies across the customer journey for wellness retreat businesses
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Abstract
This article aims to synthesize and propose Customer Relationship Management (CRM) strategies for the Wellness Retreat business in the digital era, focusing on evolving consumer behaviors that seek holistic wellness experiences and sustainable tourism. The content applies the Customer Journey Mapping (CJM) framework integrated with the 5A’s marketing model (Aware, Appeal, Ask, Act, Advocate) to analyze service touchpoints and opportunities for creating emotional value. The study suggests that the success of wellness retreats depends on the integration of green innovation and slow tourism principles with digital enablers, enabling services to evolve into “transformative experiences.” Consequently, this article proposes the PATH Strategic Model (Personalization, Authentic & Green, Touchpoints, High-Value Retention) as a guideline for entrepreneurs. This model emphasizes designing personalized services, creating seamless experiences, and transforming customers into lifelong health partners and brand advocates, which serves as a fundamental basis for sustainable competitive advantage in the health tourism industry.
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