“Let’s Do This Again!”: Gratification of Transformative Experience in Wellness Tourism
基于使用与满足理论，调查了314名健康游客的动机和转化性体验对重游意愿的影响，发现转化性体验是一次性的，不直接影响重游意愿，为目的地吸引回头客提供了启示。
Profound self-transformation stands at the centre of wellness tourism. Yet, our understanding of the impact of transformative travel experiences on tourists’ intentions remains scarce. The current study employs the Uses and Gratification Theory to investigate how tourists’ motivation and transformative travel experience influence their intention to revisit the same destination. Contrary to expectations, the results from an online survey conducted on 314 wellness tourists suggest that transformation is a one-time occurrence and has no effect on revisit intention. The findings generate insights into how wellness destinations can attract return visitors by providing relevant services and promoting transformation.