Published Article: Exploring factors for sustainable demand of marine wellness tourism programs: multi-analytical approaches

Journal: Journal of Travel & Tourism Marketing (IF: 9.0)

Authors: Yujeong Jo, Juran Park, Hakseung Shin

URL: https://doi.org/10.1080/10548408.2025.2558004

ABSTRACT

Despite growing marine wellness programs, research on sustained demand is limited. This study explores revisit intention by integrating managerial, individual, and destination factors. Using data from over 600 visitors, the study employs partial least squares structural equation modeling (PLS-SEM), fuzzy-set (fsQCA), and decision tree analyses. Results reveal that service quality (reliability, responsiveness, assurance, and empathy), health motivation and perceived benefits drive revisit intention. Other analyses revealed that while certain factors matter in combination, perceived fit is the most important determinant. The study highlights the need to enhance service, strengthen health beliefs, and promote uniqueness to sustain marine wellness tourism demand.