Exploring the Key Factors Influencing Health and Wellness Tourism and Their Relationship with Tourist Satisfaction and Loyalty in the Post-Covid-19 Era: A Study of Emei City, China

Objectives: This study explores the factors that influence tourist satisfaction and loyalty in the health and wellness tourism sector of Emei City, China, during the post-COVID-19 period. Given that the pandemic has reshaped tourist preferences, the primary objective is to understand these dynamics to support effective tourism destination management. The research aims to identify key variables that impact both satisfaction and loyalty among tourists visiting Emei City. Methods: A quantitative research approach was adopted for this study, utilizing a questionnaire to collect data from tourists visiting Emei City. Key variables examined include tourism transportation, tourism price, tourism resources, tourism facilities, tourism service quality, medical service level, and social environment security. Structural equation modeling (SEM) was used to analyze the relationships among these factors, tourists' satisfaction, and loyalty, with tourists' satisfaction serving as a mediating variable in the study. Results: The results reveal that tourism transportation, tourism price, tourism facilities, tourism service quality, and social environment security have a positive and significant influence on tourists' loyalty. Additionally, tourism transportation, tourism price, tourism resources, and tourism service quality were found to positively impact tourists' satisfaction. Furthermore, tourists' satisfaction has a positive relationship with tourists' loyalty in health and wellness tourism, which has been affected by the COVID-19 pandemic. The research also highlights that tourists' satisfaction plays an intermediary role in linking tourism price and tourists' loyalty. Conclusion: This research provides valuable insights into the factors that contribute to tourist satisfaction and loyalty in the health and wellness tourism sector of Emei City, particularly in the context of the post-COVID-19 recovery period. The findings offer a fresh perspective for future research and provide practical recommendations for tourism managers to aid in the recovery and development of the tourism sector in Emei City, ultimately driving regional economic recovery.