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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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Tourists’ Re-Participation Intention in Wellness Tourism: Differences by Health Status and Health Consciousness

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2024, v.12 no.5, pp.91-103
Jiao LI (Hokkaido University)
Han ZHOU (Hokkaido University)
Kaige ZHU (Hokkaido University)
Juhyeok JANG (Hokkaido University)

Abstract

Purpose: This study analyses the key variables that influence tourists’ intention to re-participate in wellness tourism. To this end, a theoretical model is developed that is grounded in the theories of perceived value and perceived risk. Additionally, this study segments the market based on tourists’ health consciousness and health status, examining the differences in the process of forming re-participation intentions. Research Design, Data, and Methodology: An online survey of 305 Japanese respondents was conducted, and the research model and hypotheses were validated using SmartPLS 4 and SPSS. Results: The findings illustrate that perceived functional, social, emotional, and epistemic values from previous wellness tourism experiences positively influence tourists’ attitudes, whereas time risk negatively affects them. Furthermore, functional value and attitudes enhance re-participation intentions, whereas financial risk decrease them. Cluster analysis identified three groups: ‘Health-Conscious but Unwell’; ‘Not Health-Conscious and Unwell’; and ‘Health-Conscious and Well’. Those who are ‘Health-Conscious and Well’ are more likely to re-participate if they are satisfied with the functional value of their wellness tourism experience. Conclusions: The findings of this study offer destination marketers and service providers valuable insights into how tourists form behavioural intentions and how to strategically allocate resources to maximise the potential of wellness tourism.

keywords
Perceived Value, Perceived Risk, Attitude, Re-participation Intention, Health Consciousness, Health Status

융합경영연구