Modelling Destination Loyalty in Wellness Tourism: Evidence from Portugal

Abstract

Wellness tourism, a rapidly expanding sector within the global travel industry, focuses on experiences designed to maintain or enhance individuals’ well-being. Building on Safety System Theory and Attention Restoration Theory (ART), this study investigates the dynamics of destination loyalty in the context of wellness tourism. Specifically, it examines the interplay between destination loyalty and tourist perceived safety at destinations (TPSD), tourist worry, tourist perception of restorative environments (TPRE), tourist well-being, and life satisfaction. An online questionnaire was administered to 237 wellness tourists who engaged in wellness experiences in Portugal. Data were analysed using partial least squares structural equation modelling (PLS-SEM), implemented in SmartPLS 4.0.8.2, to estimate and validate a complex model with second-order constructs. Results show that TPSD strengthens destination loyalty and that TPRE is key in enhancing tourist well-being, life satisfaction, and destination loyalty. While tourist worry negatively affects TPSD, it is positively associated with destination loyalty, inviting further exploration. The study advances the literature by empirically testing the Safety System Theory and ART in the context of wellness tourism, offering novel, destination-level evidence from Portugal. It also provides theoretical and practical implications for destination managers, wellness providers and policymakers.