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• Developing a framework for the wellness tourism supply chain. • Designing a mathematical model for the wellness tourism supply chain. • Observing the concept of sustainability in wellness tourism. • Using the 3 V big data concept in data collection. • Considering a real case study from Sarein spa in Iran. Nowadays, the most successful and prominent wellness tourism centers are those that, consider the aspects of sustainable development, while providing memorable services with the best quality and reasonable prices. A wellness tourism center is seeking to meet the purposeful journey of wellness tourists by improving their mental, physical, and spiritual happiness. This paper presents a three-objective mathematical model to formulate the supply chain of services provided by a wellness tourism center. The purpose of this model is to establish a balance between sustainability aspects in this supply chain. The first objective seeks to maximize profits from the supply chain and the second and third objectives are to maximize customer satisfaction concerning environmental and social impacts. The proposed model includes quantitative parameters of operating costs, capacity increase cost, service capacity, and service demand. Due to the multi-objective nature of the model, the improved multi-choice goal programming method is used. Real data are collected from the Ardabil-Sarein wellness tourism center in Iran and used as a case study to validate and analyze the model. In collecting the dataset for the parameters, the three aspects of big data (3 V's) are considered. Findings show that the model offers different types of discounts for various periods following the tourist demand. Additionally, the wellness tourism center can use the original cost to expand its range of services by offering different tours. Finally, the limitations and managerial suggestions are discussed. [ABSTRACT FROM AUTHOR]