Coherencia comunicativa y experiencia percibida en turismo de salud y bienestar: Promesa comunicativa vs reseñas online en 16 establecimientos en España

Noelia Gonzalo-Hevia; Fabiola Gómez-Jorge; Rafael Jaén-Pozo

doi:10.35669/rcys.2026.16.e414

Authors

Noelia Gonzalo-Hevia Universidad Rey Juan Carlos https://orcid.org/0000-0002-8408-8411
Fabiola Gómez-Jorge Universidad Rey Juan Carlos https://orcid.org/0000-0002-8390-9476
Rafael Jaén-Pozo Universidad Rey Juan Carlos https://orcid.org/0009-0004-9977-9567

DOI:

https://doi.org/10.35669/rcys.2026.16.e414

Keywords:

Communicative coherence, Health and wellness tourism, Online reputation, Institutional communication, User experience, Perceived quality, Expectation-disconfirmation

Abstract

Introduction: This study examines health and wellness tourism by combining clinical and experiential dimensions that depend on institutional communication to shape expectations regarding service quality. Online reviews are analysed as mechanisms that validate or challenge these expectations. The research explores communicative coherence between institutional discourse and the experience perceived in 16 Spanish health and wellness tourism establishments. Methodology: A comparative qualitative design based on source triangulation was applied, combining analysis of institutional discourse found on websites and promotional materials with analysis of reviews published on TripAdvisor and Google Reviews. A promise-experience matrix and an ordinal alignment index (0-3) were developed through a hybrid thematic coding process that combined theoretical categories from service communication with categories emerging from the analyzed reviews. Results: The main findings indicate a predominance of medium–high alignment: five establishments reached level 3, ten reached level 2, and one reached level 1. Coherence is stronger when institutional communication accurately outlines the experience offered and the target audience. Discussion: The main gaps identified relate to infrastructure, maintenance, capacity management, operational variability, and discrepancies between aspirational narratives and actual service delivery. Clear and realistic communication reduces reputational dissonance and supports informed consumer decision-making. Conclusions: The promise–experience matrix and the alignment index constitute useful tools for promoting responsible communicative practices in services oriented towards health and wellbeing.

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Author Biographies

Noelia Gonzalo-Hevia, Universidad Rey Juan Carlos

Assistant Professor at Rey Juan Carlos University, attached to the Department of Business Economics, Business Organization area. She holds a PhD in Business Economics from URJC and received the Extraordinary End-of-Degree Award in Business Administration and Management. Her qualifications include a Master's degree specializing in SAP-ERP Logistics (with Distinction). Her research focuses on corporate strategy, servitization, and innovation, employing configurational methodologies (fsQCA) to analyze industrial competitiveness. She has published in international academic journals and presented her work at numerous international conferences.

Fabiola Gómez-Jorge, Universidad Rey Juan Carlos

Assistant Professor at Rey Juan Carlos University, attached to the Department of Business Economics, Business Organization area. She holds a PhD in Economics and Business Administration from URJC, as well as a Master's in Senior Management, a Master's in Banking and Financial Markets, and a Bachelor's degree in Business Administration from Carlos III University of Madrid. She teaches in various undergraduate and master's degree programs in both Spanish and English. Her research interests include self-esteem, workplace well-being, job satisfaction, altruism, service innovation, and institutional communication, and she has published extensively in high-impact journals and participated in national and international conferences.

Rafael Jaén-Pozo, Universidad Rey Juan Carlos

With a PhD in Business and Tourism, he has extensive teaching and research experience at various universities and higher education institutions. He has taught a wide range of undergraduate and graduate courses, combining his academic work with teaching management responsibilities and collaboration with several training organizations. Throughout his career, he has directed postgraduate programs, coordinated training plans, and participated in educational innovation initiatives. Since 2007, he has worked at Rey Juan Carlos University in the Business Organization department. His main research interests include operations management, logistics, and educational innovation, and he has participated in national and international conferences.

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