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Health and Wellness Tourists' Motivation and Behavior Intention: The Role of Perceived Value

Ting Gan^1,2, Jiansong Zheng², Wei Li³

¹School of Geography and Tourism, Huanggang Normal University, Huanggang 438000, China.

International Journal of Environmental Research and Public Health

|March 11, 2023

Summary

Understanding traveler motivation is key for health and wellness tourism. Intrinsic motivations positively influence behavioral intentions, with perceived value acting as a partial mediator for most motivations.

Area of Science:

Tourism, Hospitality & Event Management
Health Psychology
Consumer Behavior

Background:

Health and wellness tourism is rapidly growing, driven by evolving health consciousness.
Existing research lacks comprehensive understanding of how traveler motivations influence behavioral intentions in this sector.
A need exists to develop and validate scales measuring motivation and behavioral intention specific to health and wellness tourism.

Purpose of the Study:

To investigate the effects of motivation on behavioral intentions in health and wellness tourism.
To explore the mediating role of perceived value in the relationship between various motivations and behavioral intentions.
To provide empirical insights for the health and wellness tourism industry.

Main Methods:

Development and application of scales for tourists' behavioral intention and motivation.
Data collection from 493 participants who have engaged in health and wellness tourism.
Utilized factor analysis and structural equation modeling to analyze relationships.

Main Results:

Traveler motivation significantly and positively predicts behavioral intentions in health and wellness tourism.
Perceived value partially mediates the relationship between behavioral intention and escape, attractive, environmental, and interpersonal motivations.
No mediating effect of perceived value was found for consumption motivation.

Conclusions:

Health and wellness tourism industries should focus on fulfilling intrinsic traveler motivations.
Enhancing perceived value is crucial for promoting tourist choices, evaluations, and satisfaction.
Understanding and leveraging motivational factors can drive industry growth and improve traveler experiences.

Keywords:

behavioral intention health and wellness tourism perceived value tourism motivation

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