Citation

Pandey, Uma and Islam, Md. Tariqul and Hossain, Mohammad Imtiaz (2023) Servicescape, E-WoM, and satisfaction on tourists’ revisit intention to yoga tourist destination: Evidence from Patanjali Yogpeeth, India. Journal of Tourism and Development, 44. pp. 313-333. ISSN 1645-9261

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Abstract

With tourists' growing interest in revitalizing their bodies, minds, and spirits through learning and practicing yoga, yoga tourism is gaining attention rapidly in academia and industry. The age-long practices of yoga, Ayurveda, and meditation make India an excellent destination for yoga tourism. Patanjali Yogpeeth is chosen as the study area, considering its prominence and impact on the industry. The institution fosters a culture of promoting exercise, conducting research, and spearheading advancements in Ayurveda and yoga. This research examines the in�uence of electronic word of mouth (E-WoM) and servicescape on tourists' revisit intention to the Patanjali Yogpeeth with the mediating role of tourist satisfaction. Quantitative methodology was applied in the current study, and 231 tourists' data was collected from those who have revisited Patanjali Yogpeeth. The �ndings showed that tourists' revisit intention towards Patanjali Yogpeeth has a positive relationship with E-WoM and servicescape. In addition, perceived satisfaction mediates the relationship between tourists' revisit intention and E-WoM and servicescape. From the practical aspect, this research will help the tourism and travel industry stakeholders with empirical evidence. From the theoretical aspect, the study extends the applicability of the Stimulus Organism Response (S-O-R) model.

Item Type:	Article
Uncontrolled Keywords:	Tourism
Subjects:	G Geography. Anthropology. Recreation > G Geography > G1-922 Geography (General)
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	03 Jan 2024 07:18
Last Modified:	03 Jan 2024 07:18
URII:	http://shdl.mmu.edu.my/id/eprint/12013

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