Research on matching of health and wellness tourism model based on user profile under the background of silver economy

Purpose To address issues like supply-demand mismatches and homogenized services in health and wellness tourism under the silver economy, this study aims to construct a “user profile-health and wellness tourism model” matching model to realize precise service. Design/methodology/approach Based on the extended theory of planned behavior, it integrates motivation and past experiences, uses factor analysis and K-means clustering to identify four elderly user profiles, structural equation modeling to verify impacts and cosine similarity for matching, with data from Hebei, Anhui and Hainan. Findings The four profiles highly match “health and wellness” models. Motivation and past experiences positively affect behavioral intentions directly and indirectly through behavioral attitudes, with significant explanatory power. Originality/value It deepens the dynamic explanation of behavioral intentions theoretically and provides scientific support for precise services and industrial upgrading of the silver economy practically.