Cognitive labour in wellness tourism: Leadership challenges for spa and wellness directors

This study examines how cognitive labour shapes leadership practices within wellness tourism, focusing on the mental and emotional demands faced by spa and wellness managers. Drawing on phenomenological interviews with eleven experienced directors, the research explores how these leaders manage decision-making, service personalisation, and well-being amid increasing operational complexity. Three key findings emerged: (1) managers increasingly engage in emotional support and guidance, addressing both physical and psychological customer needs; (2) service personalisation and menu engineering are critical for enhancing customer experiences while maintaining operational efficiency; and (3) service diversification and technological integration are essential for adapting to evolving consumer expectations. The study contributes to hospitality and tourism scholarship by conceptualising cognitive labour as a core dimension of adaptive leadership, offering practical implications for training, workload management, and sustainable service design in wellness organisations.