How Wellness Tourism Destinations Retain Tourists: The Influence of Therapeutic Landscape and Perceived Value

This study provided a mediation-moderation model to explore how therapeutic landscape may enhance tourist retention through perceived value. Data from 572 tourists were collected, revealing that the perceived value of tourists is a key mechanism linking therapeutic landscapes to tourist retention. The research indicates a significant positive impact of therapeutic landscapes on perceived value. Specifically, the physical and social landscapes within therapeutic environments positively influence tourist retention, whereas the impact of symbolic landscapes on retention is not significant. Perceived value plays an intermediary role between therapeutic landscapes and tourist retention. Moreover, this study also finds that self-assessment of health status is a critical moderator, which offers evidence that tourist retention will be enhanced when tourists have a higher level of social landscapes and self-assessment of health status.