Exploring Factors Affecting Wellness Tourists' Behavioral Intention in Guangxi

Yun Zheng; Izdihar B. Baharin @ Md. Daud; Dongju Wang; Jun Lei

doi:10.55220/2576-6759.593

Authors

Yun Zheng School of Humanities and Management, Youjiang Medical University for Nationalities, Baise, China, SEGI University of Malaysia.
Izdihar B. Baharin @ Md. Daud UNIKL Business School, Kuala Lumpur University, Malaysia.
Dongju Wang College of Basic Medical Sciences, Hainan Medical University, Haikou, China.
Jun Lei Sports Management Department, Guangxi College of Sports Education, Nanning, China.

DOI:

https://doi.org/10.55220/2576-6759.593

Keywords:

Wellness Tourism, Behavioral Intention, Tourist Satisfaction, Experience Quality, Perceived Wellness Value.

Abstract

This study investigates factors influencing wellness tourists’ post-travel behavioral intentions in Guangxi, China. Using a quantitative, cross-sectional design, data were collected from 124 valid questionnaires distributed to tourists who had visited wellness resorts or centers within the past three years. Data were analyzed using SPSS and Smart PLS 4.0. Results show that experience quality, perceived wellness value, and tourist satisfaction have significant positive effects on behavioral intention, with satisfaction being the strongest predictor. Perceived wellness value more strongly influenced satisfaction than experience quality. Satisfaction also mediated the effects of experience quality and perceived wellness value on behavioral intention. The findings highlight satisfaction and perceived wellness value as key drivers of tourists’ loyalty and support strategies for sustainable wellness tourism in Guangxi.