.png){kind=icon}
.png){kind=icon}
Return
Trust as a Moderator in Translating tourists’ Motivation into Their Revisit Intention in the Context of Wellness Tourism in India
.png){kind=icon}
PRE
AI
A
DOI：10.1080/1528008X.2025.2563348.png)
.png){kind=icon}
Original request for help.png){kind=icon}
Share.png){kind=icon}
Save
Abstract
En 中文
This study investigates the role of trust as a moderator in shaping the relationship between tourists’ motivations for engaging in wellness activities and their intention to revisit destinations in the context of wellness tourism. The research focuses on foreign tourists, employing convenience sampling with a sample size of 242 participants. Using partial least squares structural equation modeling (PLS-SEM), the study analyses data to explore how affective and cognitive trust influence the relationships between tourists’ motivations (including perceived benefit, subjective norm, and cultural exchange) and their revisit intentions. Findings indicate that the reputation of wellness service providers, perceived benefits, and subjective norms significantly influence tourists’ intentions to revisit wellness destinations. However, cultural exchange was found to have no significant effect. Moreover, affective trust was found to moderate the relationships between perceived benefits and revisit intentions and between subjective norms and revisit intentions. Similarly, cognitive trust moderated the relationships between perceived benefits, cultural exchange, subjective norms, and revisit intentions.
Keywords:
Affective trust
cognitive trust
motivation
revisit intention
wellness tourism
Journal
IF:
2.3
Papers:
218
Citations:
1.5K
Organization
No organization information available
Cited Papers