Journal of tourism

[Issue 36]

THE INFLUENCE OF DESTINATION EXPERIENCES ON TOURIST

SATISFACTION AND REVISIT INTENTIONS IN WELLNESS TOURISM:
A GENDER-BASED ANALYSIS

Parminder Singh DHILLON

Punjabi University, Patiala, Punjab, India
[email protected]

Abstract
Wellness tourism, a burgeoning trend, entails travellers seeking destinations that offer services aimed at
enhancing physical, mental, and emotional well-being. This study delved into the relationship between tourists'
wellness experiences, their satisfaction levels, and their intentions to revisit such destinations. It also explored
the mediating role of tourist satisfaction and the moderating influence of gender in this context. Data were
collected from individuals who had experienced wellness tourism using a purposive sampling approach. Out of
500 questionnaires distributed to tourists visiting Uttarakhand for wellness services, 438 valid responses were
gathered. Data analysis was conducted using SPSS 23.0 and SmartPLS 4.0. The findings underscored the
significant impact of educational, entertainment, and escapist experiences on tourists' revisit intentions, with the
exception of the esthetic experience. Importantly, all four experiences positively and significantly affected tourist
satisfaction. Furthermore, the study revealed that the favourable effects of wellness tourism on tourists'
intentions to revisit could be reinforced through the mediating role of satisfaction. Additionally, gender emerged
as a significant moderating factor. This research provides valuable insights for researchers and marketers
interested in understanding visitor satisfaction and revisit intentions in the context of wellness tourism.

Key words: Gender, Mediator, Moderator, Revisit Intentions, Tourist Satisfaction, Wellness Tourism
Experience

JEL Classification: L83, Z32, Z39

I.INTRODUCTION serving a wide range of preferences and needs. They

can include spa retreats, yoga and meditation retreats,
fitness and adventure escapes, detox and weight-loss
Traveling is regarded as a physically and
programs, holistic healing and alternative therapies,
psychologically beneficial activity. For a change of
cultural immersions, and more (Koskinen & Wilska,
pace and relaxation, taking holidays and taking short
2019; Dillette et al., 2021). Wellness experiences
travels is a natural element of human existence (Fritz
focus on emotional well-being and stress reduction.
& Sonnentag, 2006). Wellness tourism experiences
Activities like mindfulness meditation, journaling, and
encompass a wide range of transformative journeys
group therapy are often included to promote emotional
that prioritize the physical, psychological as well as
balance and self-awareness. As per Smith & Kelly
emotional well-being of tourists (Mueller &
(2006), wellness tourism is widely promoted as a kind
Kaufmann, 2001; Goodarzi et al., 2016). In the 21st
of vacation activity that satisfies all well-being
century, wellness tourism has gained recognition all
categories and indicates a successful adjustment in
over the world because visitors increasingly see it as a
lifestyle and behaviour. The travel industry's robust
practical way to lessen the problems of the modern
and developing wellness tourism sector has become
hectic lifestyle and improve general well-being
well-known as a way to refresh the body, feed the
(Mueller & Kaufmann, 2001; Kelly, 2010; Chen &
mind, as well as soothe the spirit. According to
Petrick 2016). Despite accounting for just 6% of all
Morgan et al., (2009), the tourist sector's primary
visits, wellness travel accounted for 14% of all tourists
economic offering is experience. Tourists participate
spending worldwide in 2015 (Global Wellness
in the distinctive and memorable activities that
Institute, 2016). Global wellness tourism is expected
tourism firms and locations host (Tung & Ritchie,
to have a market value of US$ 1592.6 billion by 2030,
2011; Nicolaides and Grobler 2017).
up from US$ 801.6 billion in 2020 (Allied Market
Furthermore, tourists having great experience
Research, 2021).
from the wellness services are more likely to return to
Wellness tourism experiences give a break
the same place again. For the development of tourism
from the pressures and obligations of daily life while
wellness programs, knowledge of visitors' intentions
providing relaxation, renewal, and personal
for repeat visits is essential (Setiawan & Kurniawan,
development (Luo et al., 2018; Garvanova et al.,
2019). Tourists who are visiting again are more
2021). These experiences are incredibly diverse,
 Journal of tourism
[Issue 36]

profitable than the first-time visitors. Therefore, II LITERATURE REVIEW

determining what influences visitors' decision to
return to a location is essential for tourism authorities Wellness Tourism Experience
to evaluate that location's economic viability (Petrick Wellness tourism is a growing trend where
et al., 2001; Quintal & Polczynski, 2010). In fact, individuals seek to improve their well-being by
recent advances in studies of revisit intention have traveling to place that offer activities and services
shown that evaluating suitable models of particular focused on physical, mental, and emotional health
tourist behavior may help the wellness resorts to (Mueller & Kaufmann, 2001; Lee & Kim, 2015;
comprehend why people return to a certain location Sandberg, 2017). Wellness tourism is a type of travel
(Petrick et al., 2001; Sparks, 2007). Moreover, that focuses on promoting and enhancing the overall
according to Maunier and Camelis (2013), one of the well-being of individuals. It goes beyond traditional
most immediate psychological effects of a tourist vacations and leisure travel by emphasizing activities
experience is satisfaction. Prior empirical studies have and experiences that are designed to improve and
mainly investigated satisfaction with wellness tourism maintain physical, mental, and emotional health.
from the leisure domain in a different light (Mueller & Wellness tourism is driven by the growing interest in
Kaufmann, 2001; Steiner & Reisinger, 2006; Um et self-care, personal development, and a desire for a
al., 2006). The majority of the studies examined the healthier lifestyle (Moreno-González et al., 2020).
influence of wellness experience on tourist well-being These experiences can vary widely, but they all aim to
through satisfaction (Luo et al., 2018; Wiese et al., promote relaxation, rejuvenation, and overall wellness
2018; Lee & Jeong, 2021). However, the experience even while traveling (Travis & Ryan, 2004). The
economy study hasn't yet been used to assess the Global Wellness Institute (2016) defines “Wellness
customer experience in wellness tourism for revisit tourism as the travel associated with the pursuit of
intentions, as far as the writers of this article are maintaining or enhancing one’s physical and
aware. It is also unclear if gender has a moderating psychological health.” Wellness travellers often
influence on the link between wellness tourism choose destinations known for their natural beauty,
experience, visitor satisfaction, and visitor desire to tranquillity, and therapeutic qualities. These could be
return (Biswas et al., 2020; Marn-Garca et al., 2021). spa towns, yoga retreat centres, coastal resorts, or
Moreover, the studies related to wellness tourism are remote eco-friendly lodges.
mainly from other nations. Therefore, the study is Moreover, wellness tourism often includes
conducted to fill all these research gaps. mindfulness practices like meditation and Tai chi and
The key motive of this study is to inspect these activities help travellers reduce stress, improve
visitors' experiences, levels of satisfaction, and revisit mental clarity, and promote relaxation. Wellness
intentions in wellness tourism in the presence of tourism is considered a personal lifestyle preference in
gender as a moderator. Four specific criteria— which travellers have the ability to achieve a holistic
educational, entertainment, escapist, and esthetic state of health (body as well as spirit) while on
given by Pine and Gilmore (1999)—were used to vacation without receiving direct medical treatment
evaluate the tourism wellness experience. The study is (Wang et al., 2020). Luo et al. (2018)
the first to explore the association of these variables in comprehensively analysed peoples' wellness
India specifically in Uttarakhand. The state is known experiences as per their engagement and reaction to an
for its natural beauty, serene landscapes, and spiritual external stimulus. It was discovered that the wellness
significance, making it an attractive destination for tourism experience has a variety of elements as
wellness tourists. The state offers various wellness follows:
experiences, including yoga retreats, meditation The term "educational experience" describes how
centres, and Ayurvedic treatments. So, conducting visitors to a wellness destination actively interact,
research in this region can offer valuable visions into which leads to their intellectual development and
the broader field of wellness tourism and visitor horizons expanding.
satisfaction. Hence, this study offers a theoretical as The term "entertainment experience" describes how
well as practical framework for further research in visitors perceive pleasure or enjoyment when
wellness tourism. The findings may help industry traveling, as well as any unplanned, overwhelming
professionals better understand how wellness tourism moments of delight.
increases visitors' willingness to return and, as a The term "esthetic experience" describes how visitors
consequence, provide more persuasive marketing are delighted by the beauty of the local environment or
messages to tourists. works of art, which may ultimately improve their
spiritual lives.
Escapist experiences generally result from escaping
normal life and finding novelty. Travellers seek to
return home feeling refreshed, recharged, and with a
greater sense of balance in their lives.
 Journal of tourism
[Issue 36]

Escapist Experience and Tourist Revisit Intentions

Wellness Tourism Experience and Tourist Revisit
Intentions Escapist experiences allow tourists to escape
Tourist revisit intentions refer to a traveller’s from the stresses and routines of everyday life and
likelihood or desire to return to a particular destination immerse themselves in tranquillity and relaxation; it
they have visited in the past (Yoon & Uysal, 2005; can have a profound impact on tourist revisit
Um et al., 2006). Several factors can influence intentions (Pine & Gilmore, 1999). Thus, when
whether tourists decide to revisit a destination or travellers have a sense of escapism and find refuge in
explore new ones. Wellness tourism experiences can a destination, they are more likely to consider
significantly influences tourist revisit intentions. returning to recapture that feeling (Dahanayake et al.,
When travellers have positive and transformative 2023). Escapist wellness often takes a holistic
experiences during wellness trips, they are more likely approach to well-being, addressing physical,
to consider returning to the same place or seeking out psychological as well as emotional aspects. Tourists
similar experiences in the future (Chen et al., 2023). who appreciate this comprehensive approach may
want to return to a destination that aligns with their
Educational Experience and Tourist Revisit wellness goals (Luo et al., 2018; Zhang et al., 2018;
Intentions Soonsan et al., 2023). Hence, the hypothesis was
Educational experiences significantly influence framed as follow:
tourist revisit intentions, especially when travellers H1c: Escapist experience significantly
find these experiences enriching, transformative, and influences Tourist Revisit Intentions.
conducive to personal growth (Pine & Gilmore, 1999).
When travellers feel that they have learned and grown Esthetic Experience and Tourist Revisit Intentions
during their visit, they are more likely to consider a The esthetic experience of a place in wellness
return visit to further their education and well-being tourism can play a crucial role in influencing tourist
(Zhang et al., 2016). Educational wellness experiences revisit intentions. When tourists find a destination
empower tourists to take control of their health and visually appealing, serene and esthetically pleasing, it
well-being. They learn self-care strategies and gain the can leave a lasting impression that motivates them to
tools necessary to lead healthier and more balanced return (Setiawan & Kurniawan, 2019). It is said that
lives (Zhang et al., 2018; Chen et al., 2023). Thus, the destinations with natural beauty, such as stunning
following hypothesis was framed: landscapes, pristine beaches, lush forests, or serene
H1a: Educational experience significantly lakes, can create a strong visual allure (Soonsan et al.,
influences Tourist Revisit Intentions. 2023). Hence, esthetically pleasing surroundings,
whether natural or man-made, can create lasting
Entertainment Experience and Tourist Revisit memories and a sense of visual appeal that motivates
Intentions tourists to return for more enriching experiences
Wellness tourism entertainment experiences, (Zhang et al., 2018; Garrod & Dowell, 2020; Lee et
which combine relaxation and well-being with al., 2020). Therefore, the following hypothesis was
entertainment and leisure activities, can have a framed:
significant impact on tourist revisit intentions. When H1d: Esthetic experience significantly
travellers have enjoyable and rejuvenating influences Tourist Revisit Intentions.
entertainment experiences within a wellness context,
they are more likely to consider returning to the Wellness Tourism Experience and Tourist
destination (Petrick et al., 2001). Furthermore, tourists Satisfaction
who experience relaxation and stress reduction As per Oliver (1977), satisfaction is a personal
through entertaining activities during their wellness assessment of products and services. The success of
trip may want to return to continue benefiting from the tourism industry depends heavily on tourist
these stress-relief methods (Hwang & Lyu, 2015; Lee satisfaction. Satisfied visitors are more inclined to
et al., 2020). Moreover, travellers who appreciate promote a place to others, return to it, and increase the
cultural enrichment and want to deepen their local economy via their purchases. High-quality
understanding of a destination's heritage may be services provided by hotels, restaurants, tour
motivated to revisit (Luo et al., 2021). Therefore, the operators, and other tourism-related businesses are
following hypothesis was framed: essential for tourist satisfaction. This includes friendly
H1b: Entertainment experience significantly and attentive staff, clean and comfortable
influences Tourist Revisit Intentions. accommodations, and excellent dining experiences.
The post-service experience, when a visitor contrasts
expectations with reality, determines satisfaction. A
visitor is disappointed if the service experience falls
short of expectations, yet delighted if the service
 Journal of tourism
[Issue 36]

experience exceeds expectations (Çoban, 2012). influences Tourist Satisfaction

Educational Experience and Tourist Satisfaction Esthetic Experience and Tourist Satisfaction

Educational experiences can significantly The esthetics of a destination, including its

contribute to tourist satisfaction when they are well- natural beauty, architectural design, ambiance, and
designed and effectively delivered. These experiences overall visual appeal, play a vital role in shaping
offer tourists the opportunity to learn, grow, and tourists' perceptions and overall satisfaction (Song et
improve their well-being, and when executed al., 2018). Studies documented that those who identify
properly, they can leave a lasting positive impact with the location or create positive memories often
(Farmaki & Stergiou, 2019). Educational wellness have better satisfaction (Luo et al., 2018; Chen et al.,
experiences that contribute to personal growth, 2020). Tourists who find the environment visually
emotional well-being, and self-awareness can lead to soothing and calming are more likely to experience a
high levels of satisfaction. The process of wellness deeper sense of relaxation, leading to higher
tourism involves visitors learning new skills or satisfaction (Liu et al., 2023). Hence, the hypothesis
information; those who identify with the location or was framed as given below:
create positive memories often have better satisfaction H2d: Esthetic Experience significantly
(Luo et al., 2018; Chen et al., 2020). Thus, the influences Tourist Satisfaction
hypothesis was framed as given below:
H2a: Educational Experience significantly Tourist Satisfaction and Tourist Revisit Intentions
influences Tourist Satisfaction
Tourist satisfaction and tourist revisit
Entertainment Experience and Tourist Satisfaction intentions are closely related in the tourism industry,
as satisfied tourists are more likely to consider
Entertainment experiences can have a returning to same place for future trips. It can be
significant impact on tourist satisfaction when they are rightly said that when tourists have a highly satisfying
well-designed and align with the well-being goals and experience during their visit to a destination, they are
preferences of the tourists. These experiences combine more inclined to want to return. Positive memories
relaxation and entertainment, providing tourists with and experiences encourage tourists to revisit the same
an enjoyable and rejuvenating escape from their daily place (Ali et al., 2016; Loi et al., 2017; Prayag et al.,
routines (Song et al., 2015; Luo et al., 2018). It has 2017). Additionally, tourists who have formed
been shown that tourism activities have good effects: emotional attachments to a destination, perhaps due to
visitors are more satisfied when they have an memorable experiences or a sense of belonging are
enjoyable trip that meets their expectations (Pizam et more likely to want to return to relive those emotional
al., 1978; Sirgy et al., 2011; Lou et al., 2017). connections. Therefore, overall levels of satisfaction
Tourists' pleasure and well-being will decline in the have a positive association with choosing to return to
absence of such an encounter (Boo et al., 2018; Less the same location (Chen & Gursoy, 2001; Quintal &
& Jeong, 2021). Therefore, the following hypothesis Polczynski, 2010; Chi, 2012). Therefore, the
was framed: following hypothesis was framed:
H2b: Entertainment Experience significantly H3: Tourist Satisfaction significantly
influences Tourist Satisfaction influences Tourist Revisit Intentions.

Escapist Experience and Tourist Satisfaction Mediation of Tourist Satisfaction

Experiences in wellness tourism that provide The majority of earlier research on visitor
visitors with a chance to get away from the pressures satisfaction utilises it as an auxiliary variable to
and strains of daily life may have a significant investigate how it mediates the link between the cause
influence on visitor happiness. Travellers’ feelings of and effect factors (Su et al., 2015; Biswas et al., 2021;
pleasure are often high when they feel as if they have Su et al., 2022). The mediation role of tourist
actually fled and sought sanctuary in a location satisfaction in the association between wellness
(Quadri-Felitti & Fiore, 2013). Studies found that tourism experience and tourist revisit intentions is a
tourist are more likely to be satisfied with their trip crucial concept in understanding how these variables
when they find the escape they are looking for (Boo et are interconnected. In this context, mediation implies
al., 2018; Ko et al., 2018). The ability to disconnect that tourist satisfaction acts as an intermediary factor
from the hectic lifestyle contributes significantly to that helps explain how and why wellness tourism
overall satisfaction (Liu et al., 2023). Hence, the experiences influence tourists' intentions to revisit.
hypothesis as given below was framed: Tourist satisfaction is influenced by the wellness
H2c: Escapist Experience significantly tourism experience (Ko et al., 2018). When tourists
 Journal of tourism
[Issue 36]

have positive, fulfilling, and enriching experiences Understanding and addressing these differences can
during their wellness trips, they tend to be more help tourism providers create more tailored and
satisfied. A model of the factors determining visitor effective strategies for both male and female tourists
satisfaction has been developed by some researchers (Kim et al., 2020). However, it was not examined
who looked at the tourism experience as a pre-variable previously whether gender moderates the association
to that outcome (Jo et al., 2014; Liu et al., 2015). between wellness tourism experience (education,
Some other scholars have investigated the relationship entertainment, esthetic, and escapist) and tourist
between visitor satisfaction and the antecedent factors satisfaction with revisit intentions. Thus, the following
influencing visitor willingness to return, and they hypotheses are framed:
discovered that visitor satisfaction had a favourable H5a. Gender moderates the association
influence on visitor intent to return (Chi, 2012; Prayag between Educational Experience and Tourist Revisit
et al., 2017; Kim et al., 2020). However, the Intentions
relationship between the wellness tourism experience H5b. Gender moderates the association
(education, entertainment, escapist, and esthetic) and between Entertainment Experience and Revisit
visitor intentions to return has not been specifically Intentions
analysed in prior research. Thus, the following H5c. Gender moderates the association
hypotheses are framed: between Escapist Experience and Revisit Intentions
H4a. The association between Educational H5d. Gender moderates the association
Experience and Tourist Revisit Intentions significantly between Esthetic Experience and Revisit Intentions
mediated by Tourist satisfaction H5e. Gender moderates the association
H4b. The association between Entertainment between Tourist Satisfaction and Revisit Intentions
Experience and Revisit Intentions significantly
mediated by Tourist satisfaction III CONCEPTUAL FRAMEWORK
H4c. The association between Escapist
Experience and Revisit Intentions significantly This study aims to find out if the wellness
mediated by Tourist satisfaction tourism experience influences the revisit intentions of
H4d. The association between Esthetic tourists through tourist satisfaction in India. Based on
Experience and Revisit Intentions significantly the previous literature and the hypotheses of this
mediated by Tourist satisfaction study, a conceptual framework has been developed as
given in Figure 1.
Moderating Role of Gender

Gender differences in intellect, emotions, and

behaviour towards objects and events are evident in
tourism-related activities (Pan et al., 2020). Tourists'
perceptions and values of wellness tourism
experiences may be influenced by gender variations in
priorities and preferences. Men and women could
enjoy different wellness activities, spa services,
cultural experiences, or adventurous activities, for
instance (Carballo et al., 2021). Therefore, gender may
moderate the relationship positively, meaning that the
effect of wellness tourism experiences on revisit
intentions is stronger for one gender compared to the Figure: 1 Research framework
other. Gender has been shown to moderate the impact
of travel on experience in significant amounts of IV RESEARCH METHODOLOGY
studies (Karande et al., 2007; Moon, 2021).
Additionally, gender may moderate the relationship Research Participants: The tourists who experience
negatively, indicating that the influence of wellness wellness services (spa & wellness services, medical
tourism experiences on revisit intentions is weaker for services, Yoga, healthcare services, and
one gender. In this case, men might be less affected by beautification) during their vacations in Uttarakhand
wellness experiences when considering revisiting the state were the research participants in this study.
destination. Furthermore, gender may moderate the Uttarakhand was selected as it offers a compelling
relationship positively, implying that the influence of setting for the present study due to its established
tourist satisfaction on revisit intentions is stronger for position in wellness tourism, diverse offerings,
one gender compared to the other. For instance, high cultural significance, and potential for exploring the
levels of satisfaction may have a stronger influence on various dimensions of wellness experiences.
women's intentions to revisit than on men's.
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Purposive and convenience sampling was employed to Data Analysis

get the data since the population of the research was
unknown and the sample frame was also not SPSS 23 and SmartPLS 4 were used to analyse the
accessible. A self-administered survey was given to data, structural model and hypotheses (Ringle et al.
500 individuals, 468 of whom returned it, and 438 of 2015). In order to determine the socio-demographic
which were deemed valid for data analysis findings, SPSS was utilized, and SmartPLS was used
Measurement Instrument Six key variables and the to examine the measurement model using variance-
respondents' socio-demographic profile were covered based Partial Least Squares (PLS). According to Chin
through a questionnaire that served as the major et al. (2008) and Ali et al. (2018), SmartPLS is
source of the study data. To be more precise, especially useful when dealing with complex models
educational, entertainment, esthetics, and escapism that have multiple latent variables and many observed
experiences were chosen as the four elements to variables. It's known for its ability to handle non-
quantify the wellness tourism experience. All four normal data and small sample sizes, making it a
factors were measured using a 4-item scale for each flexible choice for researchers working with diverse
factor (Luo et al., 2018). Then, five items were datasets. For the analysis of mediation, moderation,
adapted to analyse tourist satisfaction (Zulvianti et al., and path coefficients in structural models, SEM-PLS
2022). Finally, four items were used to measure tourist is recommended (Hair et al. 2017).
revisit intentions (Park et al., 2019). The questions
were appropriately modified for this particular case V RESULTS
based on the measurement's usage of a Likert-type 5-
level scale (1 being strongly disagree and 5 being The demographic characteristics of respondents are as
strongly agree). per Table 1. It shows that majority of respondents are
male (54.3%) and 26.9% respondents are between the
age group of 20-30 years. Furthermore, most of the
participants having a qualification of graduation level
i.e. 43.2%. Moreover, it is found that majority of the
respondents are earning 25-1 lac per month.

Table: 1 Demographic Profile of Respondents

Demographic Variables Categories Frequency Valid Percentage

Male 238 54.3

Gender
Female 200 45.7
Below20 75 17.1
20-30 118 26.9
Age 30-40 66 15.1
40-50 86 19.4
Above 50 94 21.5
Diploma or Below 79 18.0
Graduation 189 43.2
Education
Post-Graduation 115 26.3
Ph.D. or Higher 55 12.6

Student 71 16.2
Private Employee 103 23.5
Occupation
Public Employee 138 31.5
Self-Employed 126 28.8
Below 25K 76 17.4
25-50K 151 34.5
Income PM
50-1 Lac 144 32.9
More than 1 Lac 67 15.3

Measurement Model Analysis there is an association between the variables that may
A collection of observed variables' factor be seen and the latent, or unobserved, notions that
structure is confirmed using the confirmatory factor underlie them (Child 1990). Additionally, the CFA
analysis (CFA) approach (Hair et al. 2012). It is would confirm that every item is adequately matched
determined using the CFA procedure if the proposed with the appropriate features of the overall construct
structure offers a good fit to the data. In other words, being assessed.
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To Access the measurement model, the item 1967). Afterwards, composite reliability and Average
loadings in the measurement model were examined variance extracted (AVE) were examined for construct
and found to be higher than the minimum value of validity of the study with acceptable threshold of 0.50
0.60 (Kline, 2015). Then, Cronbach's alpha was used (Fornell and Larcker, 1981; Bagozzi and Yi, 1988)
to determine the inter-item reliability of the items, and 0.70 (Hair et al., 2010), respectively. All these
with a minimum threshold of 0.70 (Nunnally et al., results are depicted in Table 2.

Table 2: Measurement Model

Cronbach's CR CR
Variables Items Loadings AVE
alpha (rho_a) (rho_c)
Edu1 0.792
Edu2 0.776
Educational 0.770 0.782 0.853 0.592
Edu3 0.794
Edu4 0.812
Ent1 0.799
Ent2 0.809
Entertainment 0.832 0.841 0.888 0.664
Ent3 0.836
Ent4 0.815
Esc1 0.880
Esc2 0.879
Escapist 0.813 0.906 0.873 0.635
Esc3 0.734
Esc4 0.774
Est1 0.806
Est2 0.865
Esthetic 0.861 0.873 0.905 0.706
Est3 0.873
Est4 0.814
TSt1 0.775
TSt2 0.803
Tourist
TSt3 0.816 0.882 0.884 0.914 0.680
Satisfaction
TSt4 0.845
TSt5 0.880
RI1 0.840

Tourist Revisit RI2 0.826

0.839 0.843 0.892 0.675
Intentions RI3 0.789
RI4 0.830

Thereafter, the discriminant validity of scale ensure that the constructs being studied are indeed
variables was examined. The discriminant validity is measuring different aspects of the theoretical
defined “when the square root of the AVE (diagonal framework and not simply overlapping or redundant
values) of each construct is larger than its concepts. However, Henseler et al. (2015) challenged
corresponding correlation coefficients” (Fornell & this approach. Therefore, the HTMT technique
Larcker, 1981). The findings of the Fornell and Larker (Henseler et al. 2015) was used to further determine
assessment of discriminant validity According to the the discriminant validity, with a value not exceeding
criteria in Table 3, all values on the diagonals are 0.85 (Kline, 2005). Table 4's analysis of the study's
higher than the corresponding row and column values, findings reveals that all HTMT values satisfied the
demonstrating the scales are discriminant. It helps to requirement of being less than 0.85.
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Table 3: Discriminant Validity (Fornell and Larker Criterion)

Sr. No. Variables 1 2 3 4 5 6
1 Educational 0.770
2 Entertainment 0.468 0.815
3 Escapist 0.084 0.012 0.797
4 Esthetic 0.132 0.108 0.022 0.840
5 Tourist Satisfaction 0.237 0.276 0.112 0.227 0.825
Tourist Revisit
6 0.491 0.582 0.077 0.121 0.555 0.821
Intentions

Table 4: Discriminant Validity (HTMT)

Sr.
Variables 1 2 3 4 5 6
No.
1 Educational
2 Entertainment 0.583
3 Escapist 0.099 0.043
4 Esthetic 0.157 0.139 0.042
5 Tourist Satisfaction 0.284 0.318 0.126 0.259
6 Tourist Revisit Intentions 0.602 0.679 0.079 0.142 0.644

Note: HTMT = Heterotrait-monotrait ratio of correlations.

Structural Model Analysis ariables are tested for patterns of directional and non-
directional correlations using SEM (MacCallum
When the measurement model's findings are good, the 2012). The constructs' collinearity was examined prior
next step is to evaluate the structural model using to model evaluation. The VIF value of all the variables
PLS-SEM. The direct, total indirect, and moderation is less than 2.0, which indicates no issue with
effects are included in SmartPLS's analysis of the collinearity, according to Table 5, which maintains a
PLS-SEM algorithm's outputs. A collection of threshold of 5.0 (Ringle et al., 2015).
observable (measured) and unobserved (latent)

Table 5: Collinearity (VIF Values) TRI=Tourist Revisit Intentions

VIF
Edu --> RI 1.315 After the collinearity test, the path coefficients
were evaluated using a 5000 bootstrapping approach
Ent -->RI 1.333
(Chin et al. 2008). The model fit was evaluated with
Esc --> RI 1.019 the standardized root-mean-square residual (SRMR)
Est --> RI 1.062 and the standardized fit index (NFI). An NFI score
Edu --> TS 1.301 greater than 0.90 indicates a strong model fit. The NFI
number in this instance was 0.933 that was more than
Ent --> TS 1.285
the minimum acceptable value of 0.90. Additionally,
Esc --> TS 1.008 the model's SRMR score of 0.060 fell below the 0.08
Est --> TS 1.021 criterion (Hair et al., 2017). These fit indices show
TS --> RI 1.157
that the model fits the data well. Additionally, using
the coefficient of determination (R2), the model's
explanatory ability was evaluated. Table 7
Note: Edu=Educational, ENT=Entertainment, demonstrates that every (R2) value is more than the
Esc=Escapist, Est=Esthetic, TS=Tourist Satisfaction, stated cut-off threshold of 0.10 (Falk & Miller, 1992).

Table 6: Goodness of Fit Model

Model Values Table 7: Explanatory power of the model
Chi-square 1579.125 R2 R2 Adjusted

NFI .933 Tourist Satisfaction .135 .127

SRMR .060 Tourist Revisit Intentions .548 .543

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revisit intentions is insignificant. So, the hypotheses

Direct Effects H1a-H1c are accepted and H1d is rejected.
In order to verify the suggested hypotheses, the Furthermore, the association between wellness
path coefficients are evaluated. Table 8's path tourism experience and tourist satisfaction is
coefficients with direct impacts of variables examined. Empirical results indicate the significant
demonstrate that the majority of T values are greater standardized path coefficients for educational
than 2.0 and statistically significant, demonstrating the experience (H2a) 0.109 (t = 4.894, p < 0.01),
acceptance of direct hypotheses. The research found entertainment experience (H2b) 0.203 (t = 3.542, p <
the significant standardized path coefficients of the 0.01), escapist experience (H2c) 0.097 (t = 2.127, p <
relationship between educational experience and 0.01), and esthetic experience (H2d) 0.189 (t = 3.957,
tourist revisit intentions (H1a) is 0.207 (t = 4.572, p < p < 0.01) with satisfaction. It leads to the acceptance
0.01) and the association of entertainment experience of hypotheses H2a-H2d. Additionally, the influence of
(H2a) is 0.324 (t = 6.218, p < 0.01), and escapist tourist satisfaction on tourist revisit intention is also
(H3c) is 0.232 (t = 2.617, p < 0.01) with tourist revisit found to be statistically significant (H3) 0.434 (t =
intentions. However, the association of esthetic 9.992, p < 0.01). The path coefficients are displayed in
experience (H3d) 0.022 (t = 0.594, p > 0.01) with figure no. 2

Table 8: Path Coefficients with Direct Effects

H Original Sample T P values Decision
Edu --> TRI H1a 0.207 4.572 0.000 Accepted
Ent --> TRI H1b 0.324 6.218 0.000 Accepted
Esc --> TRI H1c 0.232 2.617 0.037 Rejected
Est --> TRI H1d 0.022 0.594 0.552 Rejected

Edu --> TS H2a 0.109 4.894 0.000 Accepted

Ent --> TS H2b 0.203 3.542 0.000 Accepted
Esc --> TS H2c 0.097 2.127 0.033 Accepted
Est --> TS H2d 0.189 3.957 0.000 Accepted

TS --> TRI H3 0.434 9.992 0.000 Accepted

Note: Edu=Educational, Ent=Entertainment, Esc=Escapist, Est=Esthetic, TS=Tourist Satisfaction, TRI=Tourist

Revisit Intentions

Mediation Analysis = 2.795, p < 0.01), entertainment experience (H4b)

The indirect impact of the tourist satisfaction 0.088 (t = 3.299, p < 0.01), escapist experience (H4c)
which explains the indirect association between 0.042 (t = 2.112, p < 0.01), and esthetic experience
tourism wellness experience and tourist revisit (H4d) 0.082 (t = 3.716, p < 0.01) with tourist revisit
intention are depicted in Table 9. Mediation analysis intention. As anticipated, every outcome was
predicted in hypotheses H4a-H4d are supported by the determined to be statistically significant, which
results that tourist satisfaction and mediating the allowed all indirect hypotheses to be accepted.
relationship of educational experience (H4a) 0.047 (t

Table 9: Indirect Effects

H Original Sample T P Values Decision
Edu --> TS --> TRI H4a 0.047 2.795 0.023 Accepted
Ent --> TS --> TRI H4b 0.088 3.299 0.001 Accepted
Esc --> TS --> TRI H4c 0.042 2.112 0.035 Accepted
Est --> TS --> TRI H4d 0.082 3.716 0.000 Accepted

Note: Edu=Educational, Ent=Entertainment, Esc=Escapist, Est=Esthetic, TS=Tourist Satisfaction, TRI=Tourist

Revisit Intentions
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Moderation Analysis 2.675, p < .01) with tourist revisit intentions.

However, it does not moderate the relationship of
Moreover, the moderation effect of gender is escapist (H5c) (t = 0.268, p > .01) and esthetic
also examined on the association of wellness tourism experience (H5d) (t = 0.509, p > .01) with revisit
experience and satisfaction with revisit intentions of intentions. Additionally, the moderation effect of
tourists. The empirical results show that gender gender is significant on the association between tourist
significantly moderates the association of educational satisfaction and tourist revisit intentions (H6) (t =
(H5a) (t = 2.268, p < .01) and entertainment (H5b) (t = 5.493, p < .01).

Table 10: Moderation Effects

H Original Sample T P values Decision
Gender x Edu --> TRI H5a 0.088 2.268 0.023 Accepted
Gender x Ent --> TRI H5b 0.125 2.675 0.007 Accepted
Gender x Esc --> TRI H5c 0.008 0.268 0.789 Rejected
Gender x Est --> TRI H5d 0.016 0.509 0.611 Rejected

Gender x TS --> TRI H6 0.221 5.493 0.000 Accepted

Note: Edu=Educational, Ent=Entertainment, Esc=Escapist, Est=Esthetic, TS=Tourist Satisfaction, TRI=Tourist

Revisit Intentions

VI DISCUSSION OF RESULTS Chen et al., 2023). Conversely, esthetic experiences

are found to be insignificantly related to tourist revisit
People are becoming more health-conscious intentions. It can be described that the lack of
and are looking for ways to improve their overall well- significance between esthetic experiences and revisit
being. As a result, they seek destinations and intention indicates that other factors may have a more
accommodations that offer wellness services to help substantial influence on tourists' decisions to revisit
them relax, de-stress, and maintain a healthy lifestyle. wellness destinations. In other words, not all tourists
(Fetscherin & Stephano, 2016). It has been a common engage in wellness tourism primarily for the beauty of
phenomenon in both developed and developing the place. Furthermore, empirical results display a
nations to understand service quality, travel significant influence of all four wellness experiences
experience, tourist satisfaction, and tourist revisit on tourist satisfaction. It is a critical factor in the
intention in the perspective of wellness tourism (Lin, success of the tourism industry and customers who
2014; He et al., 2021). Studying wellness tourism have wellness experience are more likely to be
experiences in India is a fascinating and important satisfied with the services. These results support the
research endeavour, given India's rich cultural findings of existing studies (Sirgy et al., 2011; Lou et
heritage, natural beauty, and growing prominence in al., 2017; Boo et al., 2018; Luo et al., 2018; Chen et
the global wellness tourism sector. Based on this, this al., 2020; Liu et al., 2023). In addition to this,
research article aimed to examine the influence of the satisfaction positively significantly impacts tourist
wellness tourism experience on tourist revisit revisit intentions in line with (Chen & Gursoy, 2001;
intentions. Additionally, the mediating role of tourist Quintal & Polczynski, 2010; Chi, 2012). Thus, tourists
satisfaction and the moderating role of gender were who have a highly satisfying experience during their
also examined. visit to a wellness destination are more inclined to
Understanding tourists' product selection want to return. Positive memories and experiences
decisions and prospective repeat behaviour requires an encourage tourists to revisit the same destination to
understanding of revisit intention. The study found a have wellness services.
significant positive association between educational, Furthermore, the mediation role of tourist
entertainment, and escapist experiences and tourist satisfaction was also found to be significant in the
revisit intentions. It explains when travellers feel that association between wellness experience and tourist
they have learned and grown during their visit, they revisit intentions. It implies that tourist satisfaction
are more likely to consider a return visit to further acts as an intermediary factor that helps explain how
their education and well-being. Similarly, when and why wellness tourism experiences influence
tourists have fun and memorable experiences, they are tourists' intentions to revisit. Tourist satisfaction is
more inclined to visit the same place again to re-live influenced by the wellness tourism experience. When
those moments. The results are similar to prior tourists have positive, fulfilling, and enriching
research studies (Zhang et al., 2018; Luo et al., 2021; experiences during their wellness trips, they tend to be
 Journal of tourism
[Issue 36]

more satisfied. Subsequently, they tend to return to the other dimensions. Wellness experiences are not one-
same wellness place again in the future. Some dimensional but encompass various facets; each
previous studies also show similar results (Chi, 2012; contributing differently to tourist satisfaction and
Prayag et al., 2017; Kim et al., 2020). Moreover, revisit intentions. This understanding challenges
gender was found to be significantly moderating the traditional, simplistic views of wellness tourism.
relationship of educational and entertainment Moreover, the research underscores the importance of
experience with tourist revisit intention. This might be considering gender as a moderating variable in
due to the fact that the effect of wellness tourism tourism studies. This finding extends existing theories
experiences on revisit intentions is stronger for one by acknowledging that gender differences can
gender compared to the other (Karande et al., 2007; significantly influence how tourists respond to and
Moon, 2021). For instance, female tourists may be engage with wellness tourism experiences,
more influenced by positive wellness experiences in necessitating gender-sensitive frameworks.
their decisions to revisit than male tourists. Similarly,
female tourists may seek relaxation and spa Practical Implications
treatments, while male tourists may prioritize
adventure activities or sports (Pan et al., 2020; In terms of practical application, the current
Carballo et al., 2021). The results point to a rising and research offers business professionals in the market
inflated demand for wellness vacations in the future. helpful guidelines for creating wellness tourism
Wellness tourism is a fundamental change in how experiences. Destination marketers and wellness
tourists look to bolster their well-being. As a result, tourism providers can leverage the findings to enhance
resorts, hotels, tour operators, and local communities their marketing strategies. Promoting wellness
are being forced to reassess and revitalize their offers experiences that align with the dimensions found to be
in order to meet the rising demand for wellness significant (educational, entertainment) can attract a
experiences. This is changing the face of destinations. wider audience of wellness tourists. According to the
research findings, developing informative and
entertaining options at wellness locations may boost
visitor satisfaction and encourage more people to
return. To accommodate these characteristics,
wellness providers might vary their offerings.
Additionally, by recognizing the significance of the
educational, entertainment, and escapist dimensions,
wellness providers can curate more enriching and
diverse experiences that align with the interests of
tourists. This includes offering workshops, cultural
activities, and wellness programs that cater to these
dimensions. Moreover, the study supports the idea of
market segmentation within wellness tourism.
Figure: 2 Path Coefficients Wellness centres can segment their target markets
based on tourists' preferences for specific wellness
VII IMPLICATIONS dimensions, allowing for more personalized marketing
efforts. As per the results, tourist satisfaction is a
Theoretical Implications crucial mediator. It indicates that maintaining high
The study contributes to a deeper theoretical service quality is essential for wellness destinations to
understanding of the dynamics between wellness provide excellent wellness services. Continuous
tourism experiences, satisfaction, and revisit improvement in services, staff training, and facilities
intentions. It highlights the role of different can help boost satisfaction levels. The results
dimensions of wellness in shaping tourists' perceptions emphasize how crucial it is to perform empirical
and intentions, offering a more nuanced perspective research to guide decisions in the wellness tourism
on the field. It reinforces the idea that a positive sector. Planning strategically and allocating resources
experience goes beyond a one-time visit and can lead may be guided by on-going study and observation of
to sustained interest in the destination. Further, the visitor preferences and experiences.
exception of the esthetic experience in the model
raises questions about its significance in wellness
tourism. This finding prompts further theoretical
exploration into the factors that make the esthetic
aspect of wellness less influential in driving
satisfaction and revisiting intentions compared to
 Journal of tourism
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VIII LIMITATIONS AND FUTURE SCOPE IX CONCLUSION

This research has a few drawbacks, regardless Wellness tourism experiences have gained
of its excellent contributions. These limitations can be popularity as individuals seek meaningful and
eliminated in future studies. First, the research sample rejuvenating travel experiences. They offer a chance
solely includes Indian wellness tourists, thus there are to recalibrate one's well-being, reconnect with oneself
no comparisons with other forms of wellness tourism and nature, and return home with a sense of renewal
in other nations. The survey's reach may be widened and energy. The study's findings show that visitor
in future research, and those studies can compare wellness experiences may be an effective way to
samples from other nations, making the results more increase visitors' desire to return. In response to the
broadly applicable. Second, this research examined features of wellness tourism, this paper develops a
only one potential mediating factor—tourist robust model using empirical evidence and finds that,
satisfaction—in its analysis of the effects of the with the exception of the esthetics experience, a
wellness tourism experience on visitors' inclinations to wellness tourism experience may elicit visitor
return. Thus, future studies should integrate other satisfaction, which favourably affects visitor return
factors for a comparative investigation of the intentions. The research has shown significant and
mediating impact, providing more thorough positive relationships between educational,
recommendations for the long-term growth of entertainment, tourist satisfaction, and revisit
wellness tourism and methods to enhance visitors' intentions by examining the moderating role of
revisit intentions. Moreover, other variables impacting gender. In addition, the moderating role of gender in
revisit intention should be included in the model(s). the relationship between wellness tourism experience
Third, only gender was examined as a moderating and tourist revisit intentions acknowledges that gender
variable, while other demographic variables might differences can impact how tourists perceive and
also act as a moderator. Thus, future studies could respond to wellness experiences. Moreover, the
incorporate other socio-demographic variables as well. theoretical and practical implications of the study shed
light on the complex interplay of wellness tourism
experiences, satisfaction, and revisit intentions.

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