Purpose. The aim of the article is to try to integrate the structure of a spa product and business model of the spa sector, with particular emphasis on the value proposition for the client perceived through the prism of the core benefits in the spa product. Method. Through critical analysis of the literature, the work cites key categories of value configuration and examples for the sector of spa enterprises, and then relates this knowledge to the issue of the structure of a spa product. Findings. As a result of the discussed discussions, a schema of a spa product was developed, with particular emphasis on the core of the product, the actual, extended and potential product, and components of the business model. Research and conclusions limitations. The weakness of the conducted research is their generalization, which although it is intended, paradoxically does not take into account the individual specifics of individual spa plants and the type of spa raw material used in them (salt, peloids, thermal and brine). Practical implications. The article provides a diagram of a spa product integrated with the business model. Originality. Until now, the values for the spa client have not been characterized. The work fills the gap in the core of the spa product in the context of the business model. Type of paper. The work is of a conceptual nature based on literature review and market cases.
