The Impact of Experiential Economy Factors on Perceived Value and Behavioural Intentions of Wellness Tourists

The purpose of this study is to analysis the relationship between wellness tourism experience economy factors, perceived value and behavioral intention among wellness tourism visitors and draw implications. Sampling was conducted using a questionnaire for visitors who experienced wellness tourism over a period of about eight weeks from July to August 2024, and the 264 collected data were subjected to frequency analysis, reliability and validity analysis, factor analysis, and multiple regression analysis using SPSS 21.0 Version. All four experiential economy factors, perceived value, and behavioural intention were found to be valid and reliable. As a result of the empirical analysis, firstly, Hypothesis 1, ‘Experiential economy factors of wellness tourism will have a significant positive effect on perceived value’, was accepted. Second, Hypothesis 2, which states that ‘the experiential economy factors of wellness tourism will have a significant positive effect on behavioural intention’, is also accepted. Third, Hypothesis 3, which states that ‘the mediating effect of perceived value of wellness tourism will have a significant positive effect on behavioral intention’, is also accepted. Therefore, as wellness tourism is based on the pursuit of mental, physical and social health and happiness, it should be developed from a perspective that values health and the value of life.