Service quality and cross-cultural guest satisfaction in wellness tourism: evidence from yoga retreats in India’s global wellness destination

<ns3:p>Wellness tourism is a rapidly growing global tourism segment, and India is recognised for its yoga, meditation, and holistic health traditions. Rishikesh, the “Yoga Capital of the World,” attracts wellness tourists seeking physical, mental, and spiritual well-being. Despite its importance, limited research has examined how perceptions of service quality and satisfaction differ between Indian and international guests at the same destination. This study investigates expectation perception gaps in service quality and their influence on satisfaction across culturally diverse groups. A quantitative, cross-sectional research design was adopted using an integrated SERVQUAL and Expectation–Confirmation Theory framework. Data were collected from 289 guests (178 Indians and 111 international travellers) at yoga retreats and spa resorts in Rishikesh using a structured questionnaire with a five-point Likert scale. Paired sample t-tests examined expectation perception gaps in service quality attributes, whereas independent t-tests assessed cross-cultural differences. Multiple regression and multi-group regression analyses identified satisfaction drivers and cultural effects. The results indicate that most service quality attributes met or exceeded expectations, showing a positive disconfirmation pattern across both Indian and international guests . However, significant cross-cultural differences were observed in the magnitude and importance of service quality dimensions. Indian guests reported greater satisfaction with empathy-based services, including staff courtesy and attention. In contrast, international guests emphasised tangible and professional attributes, such as spa quality, meditation effectiveness, environmental ambience, service efficiency, and cultural and spiritual experiences. Service quality dimensions explained a substantial variance in overall satisfaction, with greater explanatory power among international guests. The findings extend SERVQUAL and Expectation Confirmation Theory by demonstrating culturally moderated satisfaction formation in wellness tourism. This study provides insights for wellness destination managers, highlighting the importance of culturally differentiated service strategies to enhance satisfaction and sustain competitiveness in global wellness markets.</ns3:p>