Factors Affecting the Wellness Tourism Intention of Chinese Older Adults Tourists: Hainan Island as a Tourism Destination

This research aims to 1) examine how perceived benefits, perceived susceptibility, and cues to action influence the wellness tourism intention of Chinese older adults, specifically focusing on Hainan Island as a tourism destination; 2) explore the mediating roles of cognitive destination image and self-efficacy in the relationships between perceived benefits, perceived susceptibility, cues to action, and wellness tourism intention; and 3) analyze the moderating effect of social influence on the relationships between perceived benefits, perceived susceptibility, cues to action, and wellness tourism intention. Using a purposive sampling method, through online and onsite survey, we collect 551 valid questionnaires from older adults tourists aged 60 and above from major provinces in China, including Beijing, Shanghai, Guangdong, Zhejiang, and Sichuan.Structural equation modeling (SEM) was applied to analyze the data. the results show that perceived benefits, perceived susceptibility, and cues to action significantly influence wellness tourism intentions, with cognitive destination image and self-efficacy playing important mediating roles. Additionally, social influence, such as peer recommendations and family support, moderates these relationships, particularly enhancing the effects of perceived benefits and cues to action on wellness tourism intentions. These findings offer valuable insights for tourism stakeholders in Hainan, suggesting the importance of tailored marketing strategies that highlight both the health benefits and social influence, while promoting Hainan as an ideal wellness destination for older adults.