Recovery experience of wellness tourism and place attachment: insights from feelings-as-information theory

Abstract

Purpose

This study, guided by the feelings-as-information theory, aims to explore the effect of recovery experience of wellness tourism (REWT) on place attachment, alongside an examination into the mediating role of self-perceived health and the moderating role of health goal salience. The research site was traced for two years to monitor the evolution of the proposed model during the COVID-19 pandemic.

Design/methodology/approach

The successive independent samples data (in 2020 and 2021, respectively) were collected in Shizhu county, China. Structural equation modeling (SEM) was used with a survey of 1,472 wellness tourists (N₂₀₂₀ = 494, N₂₀₂₁ = 978) to test research hypotheses empirically. Additionally, independent sample t-test and multi-group SEM analysis were used to compare the mean difference of variables and coefficients’ difference between 2020 and 2021.

Findings

This study reveals that REWT can increase self-perceived health, resulting in a positive influence on place attachment. By tracing the research site and comparing the successive independent samples data, we found a stronger recovery experience effect of wellness tourism on place attachment alongside a weaker effect on self-perceived health in 2021. The positive relationship between self-perceived health and place attachment is significantly strengthened when health goals are salient.

Originality/value

This study investigated the mechanism behind the formation of place attachment in the wellness tourism context and extended understanding on the dynamic nature of the REWTand ongoing evolving person-place relationship during the COVID-19 pandemic. This study also provided practical suggestions to benefit industry practitioners by enhancing current understanding of improving experience-based management in wellness destinations.

Citation

He, M., Liu, B. and Li, Y. (2022), "Recovery experience of wellness tourism and place attachment: insights from feelings-as-information theory", International Journal of Contemporary Hospitality Management, Vol. 34 No. 8, pp. 2934-2952. https://doi.org/10.1108/IJCHM-10-2021-1237