Wellness tourism: stress alleviation or indulging healthful habits?

Purpose This study aims to examine the direct relationships between behavioral intention and factors driving the growth of the wellness tourism industry in the USA. Relationships were hypothesized based on alternative explanations for the rise in popularity of wellness tourism in research streams. Design/methodology/approach Two models were estimated and tested using the theory of planned behavior (TPB), each incorporating two constructs – Life stress and involvement in health – in addition to theoretically stipulated precursors to Behavioral Intention. Findings Both constructs were found to be significant predictors of behavioral intention. However, involvement proved a much stronger predictor than life stress. Implications for the management and marketing of this subsector are discussed in the paper. Originality/value This study extends the understanding of travelers’ behavioral intentions in the context of wellness tourism by using an extended TPB, with life stress and involvement in health and wellness considered. The study compares general travelers with current/potential wellness travelers (excluding those whose sole purpose was wellness) and the factors that influence their travel behavior.