The Role of Destination Image and Sociability in Boosting Service Quality for Wellness Tourism: Insights from Hot Spring Resorts

This study examines the influence of service quality, perceived image, and sociability on customer satisfaction in hot spring tourism in China. Understanding key satisfaction drivers becomes essential as hot spring destinations evolve to attract wellness-focused tourists. The research aims to reveal the relationship between perceived destination image, service quality, and customer satisfaction and explore sociability's mediating effect. Utilizing a correlational design and survey data from hot spring resort visitors, the study applies multiple regression to analyze the variables' relationships. Findings indicate that both perceived image and service quality positively impact customer satisfaction, while sociability significantly mediates this effect, enhancing the overall customer experience. This study contributes to service quality management by providing insights into customer engagement strategies for the tourism industry. Keywords: Service Quality, Customer Satisfaction, Destination Image, Sociability, Wellness Tourism, Hot Spring Resorts DOI : 10.7176/EJBM/16-10-13 Publication date : December 30th 2024