Both domestic and foreign tourists are demanding in wellness and spa tourism, which has recently evolved into a marketing strategy. While a lot of research has been done on real experiences in health spas, there is still lack of research on spending behaviour of authentic experience in wellness spa. In this review, we adopted the stimulus–organism–response (SOR) paradigm to create an influence mechanism of spending behavior in visiting wellness spa. Authentic experience has been identified as mediating variable in the relationship between social presence, sales promotion and spending behaviour. This review used authentic experience (organisms) to examine how social presence and sales promotion (stimuli) affect consumers’ spending behaviour (response). Furthermore, two situational variables that we looked at as moderators of authentic experience and spending behavior were time availability and money availability. The examination of the literature review demonstrates how social media presence and sales promotion positively impact authentic experience, which in turn influences customer spending when they visit wellness spas. Additionally, the results showed that time and money availability were positively moderated. The results of this study offer valuable managerial insights for wellness spa retailers, enabling them to better comprehend consumer purchasing patterns and create efficient marketing strategies. Additionally, the industry is anticipated to benefit from the establishment of policies aimed at enhancing service quality.