Tourists' approach or avoidance reaction to crowding in wellness tourism

This study explores how perceived crowding stimulates tourists' emotional reactions and affects their experience quality as well as satisfaction. Based on Stimulus-Organism-Response theory, it examined and verified relationship between perceived crowding and tourist satisfaction with mixed-methods approach. The qualitative study was conducted to establish research model, and multigroup analysis was conducted with data collected from hot springs and coastal destinations. The results indicated that human crowding is no longer a positive signal in both sites. Experience quality mediates relationship between emotional reactions aroused by perceived crowding and tourist satisfaction. The findings deepen understanding of crowding and provide effective management strategies.