Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. Health and Wellness Tourism Motivation and Behavioral Intention
2.2. Perceived Value as a Mediator
3. Methodology
3.1. Data Source
3.2. Variables
4. Results
4.1. Descriptive Statistics
4.2. Analysis of Validity and Reliability
4.2.1. Exploratory Factor Analysis
4.2.2. Confirmatory Factor Analysis
- (1)
- Aggregation validity of the measurement model
- (2)
- Discriminant validity of the measurement model
4.3. Results of Structural Equation Model
5. Conclusions, Discussion, and Implications
5.1. Conclusions
5.2. Discussion
5.3. Implications
6. Limitations
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variables | Dimensions | Codes | Measurement Items | Mean | Std. Dev. | Skewness | Kurtosis | Factor Loading | AVE | CR | VIF |
---|---|---|---|---|---|---|---|---|---|---|---|
Behavioral Intention | - | BI1 | I will continue to participate in health and wellness tourism. | 3.860 | 0.999 | −0.840 | 0.436 | 0.802 | 0.661 | 0.900 | 2.075 |
BI2 | Health and wellness will be my first choice for future trips. | 3.820 | 1.125 | −1.013 | 0.411 | 0.858 | 2.623 | ||||
BI3 | I would choose health and wellness tourism even if the cost is going up. | 3.860 | 1.084 | −1.029 | 0.550 | 0.806 | 2.103 | ||||
BI4 | I will actively promote health and wellness tourism to my family, friends, and colleagues. | 3.840 | 1.127 | −0.955 | 0.264 | 0.847 | 2.500 | ||||
BI5 | I will actively recommend health and wellness tourism to people in the neighborhood. | 3.890 | 1.167 | −1.087 | 0.502 | 0.797 | 2.023 | ||||
BI6 | When someone comes to me for travel advice, I recommend health and wellness tourism. | 3.800 | 1.085 | −0.988 | 0.505 | 0.763 | 1.809 | ||||
Tourism Motivation | Escape motivation | EM1 | I am there to feel the slow pace of life. | 4.130 | 0.904 | −1.394 | 2.270 | 0.727 | 0.804 | 0.578 | 1.617 |
EM2 | I am there to relieve stress. | 4.150 | 0.955 | −1.386 | 2.020 | 0.814 | 1.966 | ||||
EM3 | I am trying to escape the worries of real life for a while. | 4.240 | 0.949 | −1.274 | 1.299 | 0.807 | 1.691 | ||||
Consumption motivation | CM1 | It is easy to get around here. | 4.060 | 1.060 | −1.153 | 0.680 | 0.812 | 0.828 | 0.616 | 1.958 | |
CM2 | The cost of transportation is within acceptable limits. | 3.970 | 0.978 | −0.842 | 0.008 | 0.877 | 2.223 | ||||
CM3 | The local consumption level is appropriate. | 4.030 | 0.969 | −0.933 | 0.382 | 0.756 | 1.646 | ||||
Attractive motivation | AM1 | I get word-of-mouth recommendations from friends and family. | 4.160 | 1.039 | −1.234 | 0.713 | 0.843 | 0.814 | 0.594 | 1.982 | |
AM2 | I am attracted by the promotion of online travel platforms, advertisements, etc. | 4.050 | 0.938 | −1.225 | 1.438 | 0.773 | 1.811 | ||||
AM3 | I am attracted by the sharing of other people’s tour experiences on social media platforms such as WeChat, Weibo, and short videos. | 4.090 | 0.958 | −1.176 | 0.930 | 0.808 | 1.656 | ||||
Natural environmental motivation | NEM1 | The local climate is good and the temperature is comfortable. | 4.000 | 1.069 | −1.155 | 0.916 | 0.873 | 0.827 | 0.612 | 2.355 | |
NEM2 | The air is fresh here. | 4.060 | 1.060 | −1.062 | 0.485 | 0.785 | 1.701 | ||||
NEM3 | This place can be relaxing for the mind and body. | 4.070 | 0.951 | −0.871 | 0.118 | 0.784 | 1.792 | ||||
Interpersonal motivation | IM1 | I am here to spend time with my family. | 3.890 | 1.158 | −0.871 | 0.019 | 0.752 | 0.824 | 0.562 | 1.996 | |
IM2 | I am here to visit friends and family in the neighborhood. | 4.080 | 1.061 | −1.091 | 0.576 | 0.730 | 2.044 | ||||
IM3 | I come here to improve my relationship with my companions. | 3.930 | 0.981 | −0.795 | 0.234 | 0.756 | 1.748 | ||||
IM4 | I am here to share my travel experiences with others and gain social acceptance after my trip. | 3.980 | 1.070 | −1.137 | 0.935 | 0.777 | 1.998 | ||||
IM5 | I am here to make new friends and expand my social circle. | 4.090 | 0.972 | −1.344 | 1.698 | 0.773 | 1.842 | ||||
Perceived Value | Emotional value | EV1 | I felt the good recreational environment here. | 3.880 | 1.178 | −1.050 | 0.218 | 0.777 | 0.874 | 0.636 | 2.379 |
EV2 | I obtained a relaxed mood. | 3.660 | 1.279 | −0.852 | −0.326 | 0.818 | 2.364 | ||||
EV3 | I temporarily forgot the troubles of real life. | 3.890 | 1.224 | −0.995 | −0.012 | 0.758 | 2.002 | ||||
EV4 | I experienced pleasurable feelings. | 3.780 | 1.189 | −0.936 | −0.146 | 0.800 | 2.442 | ||||
Perceived sacrifice | PS1 | The travel time for this trip was acceptable. | 3.750 | 1.218 | −0.946 | −0.067 | 0.799 | 0.815 | 0.595 | 2.085 | |
PS2 | The overall consumption level of this place was acceptable. | 3.850 | 1.247 | −1.015 | −0.022 | 0.820 | 1.902 | ||||
PS3 | The accommodation, food, and shopping were convenient and cost-effective. | 3.960 | 1.163 | −0.910 | −0.311 | 0.746 | 1.891 | ||||
Health value | HV1 | My body got a workout. | 3.970 | 1.049 | −1.070 | 0.759 | 0.741 | 0.859 | 0.551 | 2.318 | |
HV2 | My physique was improved. | 3.880 | 1.057 | −0.996 | 0.593 | 0.751 | 1.901 | ||||
HV3 | I recognized the importance of a healthy lifestyle. | 3.900 | 1.001 | −1.072 | 1.108 | 0.698 | 2.226 | ||||
HV4 | I recognized the importance of good eating habits. | 3.970 | 1.017 | −0.926 | 0.309 | 0.733 | 1.885 | ||||
HV5 | My overall personal state has been adjusted. | 3.910 | 1.058 | −0.988 | 0.530 | 0.697 | 1.882 |
Indices | Items | Numbers | Percentage (%) |
---|---|---|---|
Gender | Female | 205 | 41.6 |
Male | 288 | 58.4 | |
Age | 18–30 | 173 | 35.1 |
31–45 | 172 | 34.9 | |
46–60 | 119 | 24.1 | |
>60 | 29 | 5.9 | |
Education level | High school and below | 45 | 9.1 |
Junior college education | 110 | 22.3 | |
Undergraduate | 274 | 55.6 | |
Postgraduate | 64 | 13.0 | |
Monthly income (RMB) | <3000 | 72 | 14.6 |
3001–5000 | 90 | 18.3 | |
5001–10,000 | 202 | 41.0 | |
>10,000 | 129 | 26.2 | |
Occupation | Student | 45 | 9.1 |
Technician/academician | 43 | 8.7 | |
Medical Staff | 16 | 3.2 | |
Farmer | 16 | 3.2 | |
Freelancer | 28 | 5.7 | |
Worker | 33 | 6.7 | |
Business/Company Staff | 271 | 55.0 | |
Official from government | 18 | 3.7 | |
Individual operators | 21 | 4.3 | |
Other | 2 | 0.4 |
Indicators | Reference Standards | Results |
---|---|---|
CMIN/df | 1–3 is excellent, | 1.473 |
3–5 is good | ||
RMSEA | <0.05 is excellent, <0.08 is good | 0.031 |
IFI | >0.9 is excellent, | 0.972 |
>0.8 is good | ||
TLI | >0.9 is excellent, | 0.969 |
>0.8 is good | ||
CFI | >0.9 is excellent, | 0.972 |
>0.8 is good |
Variables | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|
1. Behavioral intention | (0.813) | ||||||
2. Escape motivation | 0.598 *** | (0.897) | |||||
3. Consumption motivation | 0.572 *** | 0.368 *** | (0.910) | ||||
4. Attractive motivation | 0.546 *** | 0.407 *** | 0.388 *** | (0.902) | |||
5. Natural environmental motivation | 0.478 *** | 0.391 *** | 0.261 *** | 0.295 *** | (0.909) | ||
6. Interpersonal motivation | 0.570 *** | 0.469 *** | 0.409 *** | 0.386 *** | 0.420 *** | (0.908) | |
7. Perceived value | 0.665 *** | 0.597 *** | 0.420 *** | 0.523 *** | 0.468 *** | 0.558 *** | (0.710) |
Influencing Pathways | Standardized Coefficients | S.E. | p |
---|---|---|---|
Escape motivation → Behavioral intention | 0.215 | 0.064 | <0.001 |
Consumption motivation → Behavioral intention | 0.274 | 0.046 | <0.001 |
Attractive motivation → Behavioral intention | 0.149 | 0.052 | 0.002 |
Natural environmental motivation → Behavioral intention | 0.118 | 0.043 | 0.004 |
Interpersonal motivation → Behavioral intention | 0.106 | 0.051 | 0.030 |
Escape motivation → Perceived value | 0.376 | 0.069 | <0.001 |
Consumption motivation → Perceived value | 0.052 | 0.052 | 0.273 |
Attractive motivation → Perceived value | 0.264 | 0.059 | <0.001 |
Natural environmental motivation → Perceived value | 0.151 | 0.051 | 0.001 |
Interpersonal motivation → Perceived value | 0.241 | 0.060 | <0.001 |
Perceived value → Behavioral intention | 0.249 | 0.076 | 0.002 |
Mediation Paths | Category of Effect | Standard Estimate | S.E. | 95% Confidence Interval | |
---|---|---|---|---|---|
LLCI | ULCI | ||||
EM→PV→BI | Direct effect | 0.238 | 0.060 | 0.132 | 0.371 |
Indirect effect | 0.103 | 0.033 | 0.055 | 0.186 | |
Total effect | 0.341 | 0.055 | 0.247 | 0.465 | |
CM→PV→BI | Direct effect | 0.291 | 0.056 | 0.191 | 0.417 |
Indirect effect | 0.014 | 0.014 | −0.008 | 0.047 | |
Total effect | 0.305 | 0.057 | 0.204 | 0.427 | |
AM→PV→BI | Direct effect | 0.162 | 0.043 | 0.790 | 0.249 |
Indirect effect | 0.071 | 0.027 | 0.033 | 0.146 | |
Total effect | 0.233 | 0.043 | 0.151 | 0.323 | |
NEM→PV→BI | Direct effect | 0.125 | 0.034 | 0.054 | 0.187 |
Indirect effect | 0.040 | 0.020 | 0.009 | 0.090 | |
Total effect | 0.164 | 0.036 | 0.087 | 0.230 | |
IM→PV→BI | Direct effect | 0.111 | 0.042 | 0.026 | 0.190 |
Indirect effect | 0.063 | 0.029 | 0.023 | 0.146 | |
Total effect | 0.173 | 0.041 | 0.093 | 0.253 |
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Gan, T.; Zheng, J.; Li, W.; Li, J.; Shen, J. Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value. Int. J. Environ. Res. Public Health 2023, 20, 4339. https://doi.org/10.3390/ijerph20054339
Gan T, Zheng J, Li W, Li J, Shen J. Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value. International Journal of Environmental Research and Public Health. 2023; 20(5):4339. https://doi.org/10.3390/ijerph20054339
Chicago/Turabian StyleGan, Ting, Jiansong Zheng, Wei Li, Jiaxin Li, and Junxian Shen. 2023. "Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value" International Journal of Environmental Research and Public Health 20, no. 5: 4339. https://doi.org/10.3390/ijerph20054339