The scientific literature on tourism identifies two driving trends: the quest for experientiality and the growing connection between holidays and quality of life. The present research focuses on water-based activities practiced with a healthy purpose, capable of driving positive economic, social and environmental effects on the territory where this type of tourism is developed. Considering the growing demand of experiential tourism, it is important to assess the experiential value of these practices and their impact on the quality of life, satisfaction and loyalty. A sample of 184 customers of thermal spas and similar establishments was used to test the structural model proposed, employing the partial least squares technique. The results show the experiential value of healthy water-based activities and confirm their positive impact on the individuals' quality of life, satisfaction and loyalty towards both the experience and the destination.
Keywords: destination marketing; health tourism; natural settings; quality of life; water-based experiences.