Destination Lifecycle as a Boundary Condition for Tourist Loyalty: Rethinking Planning Priorities for Emerging Wellness Destinations

Tourism planning for emerging destinations often adopts strategies from established destinations, assuming that mechanisms driving tourist loyalty are universal. This study examines the destination lifecycle stage as a potential boundary condition influencing the relative importance of destination image and perceived value. Integrating the stimulus–organism–response perspective with Tourism Area Life Cycle theory, the study proposes that perceived value may play a stronger role than destination image in shaping satisfaction in emerging destinations. Survey data from 400 wellness tourists in Trang Province, Thailand, were analysed using partial least squares structural equation modelling and Importance–Performance Map Analysis. Perceived value had a stronger effect on satisfaction (β = 0.589) than destination image (β = 0.337), while wellness motivation strongly influenced destination image and perceived value (β = 0.808–0.849). The findings are translated into a five-stage Tourism Value Co-Creation Process for lifecycle-sensitive planning aligned with the Sustainable Development Goals.