o:38257 ANTECEDENTS OF CO-CREATION OF EXPERIENCE IN THE HOTEL INDUSTRY: STRUCTURAL EQUATION MODELING APPROACH en Abstract: The focus on consumers is prevalent in numerous service industries, including the hotel sector. In this context, it is crucial for management to analyze guest experiences continuously. This is particularly significant for luxury hotels offering wellness spa services. Through the use of these services, guests have the opportunity to experience individual transformation, both physical and psychological. The achieved sense of well-being surpasses satisfaction and often fosters a willingness among consumers to participate in improving existing services and actively creating new ones. One of the well-known models highlighting the key components of consumer experience is the new Experienscape model. According to the structure of this model, the following components of consumer experience are distinguished: sensory, functional, natural, social, cultural, and hospitality cultural components. In the Experienscape model, the consumer is an active participant who strives to co-create their experience, transform it, and achieve satisfaction with the service and their life. This paper aims to identify the components of the Experienscape model that most significantly drive the co-creation of consumer experience. Structural equation modeling was applied to test causal relationships. The results of the study can provide a valuable foundation for improving the strategy of developing long-term relationships between hotels and users of their wellness spa services Keywords: hotel industry, wellness spa, Experienscape model, co-creation of experience 1552099 10.46541/978-86-7233-443-2_461 1552100 978-86-7233-443-2 2026-03-16T11:49:14.728Z 44 no 46 Veljko Marinković Univerzitet u Beogradu Ekonomski fakultet 0000-0003-4749-7053 Julija Vidosavljević person application/pdf 335796 https://phaidrabg.bg.ac.rs/o:38257 no yes 18 70 92000004 11A03 International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management SM 2025 307 315 Subotica : University of Novi Sad, The Faculty of Economics in Subotica 2025