Research on Influencing Factors of Tourism Support Behavior of Residents in Health and Wellness Tourism Destination: The Moderating Role of Active Health

At this stage, there is a relative lack of research on the tourism support behavior impacts of residents in health and wellness tourism. This study examines the effects of residents’ perceived tourism impacts and perceived justice on tourism support behaviors and explores the mediating role of affect and the moderating role of active health. Using the “cognitive-affective-behavioral” theory as a framework, this study conducted structural equation modeling on a sample of 500 residents in the BDH Life and Health Industry Innovation Demonstration Zone. It was found that the relationship between residents’ perceived benefits, distributional justice and procedural justice, and tourism support behaviors was positive, while the relationship between perceived costs and tourism support behaviors was negative; that positive affect played a mediating role between residents’ cognitive dimensions and tourism support behavior; and that active health played a moderating role between residents’ cognitive dimensions and tourism support behaviors. This study further enriches the theoretical research related to health and wellness tourism by exploring the role mechanism between the cognition and behavior of residents in health and wellness tourism destinations. It provides a theoretical basis for the comprehensive development of health and wellness tourism and the sustainable development of tourism destinations.