Unveiling the essence: Constructs of memorable wellness tourism experiences

Existing studies on memorable tourism experiences (MTE) focus primarily on diverse niche tourism forms, although there is a dearth of evidence and studies on MTE in wellness tourism. The present research seeks to fill knowledge and empirical gaps in the field of wellness tourism and address theoretical inconsistencies by examining the key constructs that constitute memorable wellness tourism experiences (MWTE). An exploratory qualitative investigation was conducted to identify specific dimensions of MWTE. Data were gathered from international primary wellness tourists, selected through criterion-based snowball sampling, during October - December 2022, employing semi-structured interviews. Thematic analysis was performed based on grounded theory approach, using NVivo software for data analysis. Findings revealed ten dimensions; professionalism, meaningfulness, environmental aesthetics, refreshment, hedonism, hospitality, involvement, novelty, value for money, and authenticity with respective indicators (40). Opposing prior studies, study outcomes acknowledged professionalism and value for money as crucial MWTE determinants while revealing a new and intriguing determinant: environmental aesthetics. Identifying MWTE constructs fosters more in-depth insights into the aspects that constitute and reinforce wellness travel experiences. This profound knowledge may establish evidence-based decisions, policies, and practises that strengthen wellness tourists' overall well-being and contentment.