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Research on the relationship between wellness tourism experiencescape and revisit intention: a chain mediation model

Kaung-Hwa Chen (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung City, Taiwan)
Leo Huang (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City, Taiwan and Department of Tourism and Leisure Management, Yu Da University of Science and Technology, Miaoli County, Taiwan)
Ying Ye (College of Resource and Environmental Science, Quanzhou Normal University, Quanzhou City, China and Key Laboratory of Rural Environmental Remediation and Waste Recycling, Quanzhou Normal University, Quanzhou City, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 30 September 2022

Issue publication date: 7 February 2023

4289

Abstract

Purpose

This study aims to construct a scale for measuring the spa hotel experiencescape in wellness tourism, clarify the mechanism through which wellness tourism experiencescape influences revisit intention and investigate the mediation roles of authenticity, memorability and organizational identification.

Design/methodology/approach

This study conducted content analysis of interviews, online reviews and relevant articles and used the concept of experiencescape to interpret spa hotels’ experiential environment. The stimulus–organism–response (SOR) model was used as the basis for introducing authenticity, memorability, organizational identification and revisit intention to investigate how wellness tourism experiencescape affects tourists’ behavior. In total, 488 valid questionnaires were collected at Taiwanese spa hotel clusters.

Findings

Four factors of spa hotel experiencescape were identified: health promotion treats, mental learning, unique travel experience and healthy diet. Existential authenticity–memorability and existential authenticity–organizational identification exerted full positive mediation effects in the relationship between wellness tourism experiencescape and revisit intention.

Practical implications

This study provides guidance on experience design for spa hotels. It promotes the consideration of existential authenticity in wellness tourism design.

Originality/value

The COVID-19 pandemic has raised awareness of wellness, drastically increasing the potential of the wellness tourism market. This study investigated the construction of wellness tourism experiencescape and its influence, and the findings can facilitate post-pandemic restoration of the wellness tourism industry. On the basis of SOR model, a chain mediation model was proposed to reveal the influence of wellness tourism experiencescape on revisit intention. Existential authenticity was discovered to play a crucial role in the relationship between wellness tourism experiencescape and revisit intention, which suggests that existential authenticity should be considered during service design and in marketing strategies for wellness tourism.

Keywords

Citation

Chen, K.-H., Huang, L. and Ye, Y. (2023), "Research on the relationship between wellness tourism experiencescape and revisit intention: a chain mediation model", International Journal of Contemporary Hospitality Management, Vol. 35 No. 3, pp. 893-918. https://doi.org/10.1108/IJCHM-01-2022-0050

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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