Consumer behavior in the tourist industry has evolved significantly, particularly in the spa and wellness sectors, as more individuals in wealthy economies adopt healthier lifestyles. This study uses extended stimulus-organism-response theory to focus on spa customer behavior toward healthy living, highlighting the underlying elements driving consumer behavior. In order to retest SOR theory, this study used quantitative research methodology with a self-administered online survey was used to collect data from respondents in a cross-sectional study of wellness spa in Malaysia. Purposive sampling was chosen as the method of data collection for this study. The 200 respondents who were over the age of 18 years old and above have visited wellness spas in Malaysia were chosen by the researchers. The data analysis was performed by using the Smart partial least squares (PLS) program. The findings demonstrated that social presence, sales promotion and authenticity experience are positively correlated with spending behaviour which supported that hypothesis 1 indicates that social presence has a favorable impact on authenticity experience. In the meantime, there was evidence to support the idea that authenticity experience mediated the relationship between spending behavior and social presence. As a result, this study offers valuable insights into the ways in which social presence, authenticity, and deal marketing interact to affect customer purchasing patterns in wellness spas. These results can be used by wellness spa operators to create plans that increase customer happiness and promote long-term business success.