Understanding the Interplay between Wellness Motivation, Engagement, Satisfaction, and Destination Loyalty

Abstract

Increased awareness of negative psychological symptoms and the negative impact of the pandemic has led to a rising demand for wellness-related travel experiences. There is a need for research on tourists’ experiential and reflective engagement in order to maximize positive outcomes such as overall satisfaction, positive WOM, and recommendations. These positive outcomes are crucial for attracting tourists and strengthening destinations’ brands. As there are few empirical studies, research on the effects of engagement on satisfaction and behavioral intentions is necessary. This study aimed to examine the relationships between wellness motivation, engagement, satisfaction, and destination loyalty among wellness tourists. It also aimed to examine the mediating effects of two engagement factors, experiential and reflective engagement, between wellness motivation and positive outcomes. A total of 319 respondents were used for the analysis, and structural equation modeling (SEM) was conducted. The results found that wellness motivation is composed of six wellness motivation components, namely physical motivation, transcendence, relaxation, social motivation, self-esteem, and escape, each representing first-order factors. Wellness motivation is positively associated with reflective and experiential engagement. Engagement positively affects satisfaction and destination loyalty. This study provides several implications, theoretically and practically.