Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism

A coherent body of research recognizes the significance of emotions in tourism. However, while a number of studies of emotions exist in mass tourism, empirical investigations of emotions in wellness (yoga) tourism have received less attention. Accordingly, this study investigates the interplay of tourists' emotional responses, overall destination image, satisfaction and behavioral intentions in wellness (yoga) tourism. The research was operationalized using empirical data collected from 345 domestic tourists visiting Rishikesh in India. The analysis was conducted using confirmatory factor analysis and structural equation modeling which showed that tourists' emotions positively influenced overall image and satisfaction; overall image positively affects satisfaction; and both overall image and satisfaction positively influenced intention to revisit and recommend. This paper contributes by examining an emotion-behavior model of tourists in wellness (yoga) tourism. The academic and managerial implications of these findings are useful in designing strategies to better serve this emerging niche market.