Wellness destination loyalty: effects of perceived restorativeness dimensions and chain-mediating mechanisms

Purpose Wellness is a dynamic process, not a one-off outcome. Establishing long-term loyalty is, therefore, crucial for wellness destinations. Based on the cognitive-affective-conative model, this study aims to clarify the differentiated effects of the perceived restorativeness (PR) sub-dimensions on wellness tourists’ loyalty in function- and landscape-oriented wellness destinations. This study will also examine whether overall perceived value (OPV) and place attachment (PA) play a chain-mediating role in these relationships. Design/methodology/approach A comparative study was conducted in various hot spring resorts (n = 477) and coastal areas (n = 493) in China. Partial least squares structural equation modelling was used to test the research model. Findings The results of this study revealed that internal relationships existed within the PR sub-dimensions: compatibility, extent and fascination positively impact being away (BA). OPV and PA played a chain mediating role in the effect of PR on tourist loyalty, with fascination and compatibility having the greatest influence. BA had differentiated effects on PA between the two types of wellness destinations. In addition, this paper found that extent had no significant impact on tourists’ OPV, PA or loyalty. Originality/value To the best of the authors’ knowledge, this study’s originality is that it is the first to examine the internal relationships within the PR sub-dimensions and provide a verification of their impact on wellness tourists’ cognition, affection and conation. This study also highlights the differentiated effects of PR on tourists in two types of wellness destinations, providing strategic guidance for wellness destination development.