Profound self-transformation stands at the centre of wellness tourism. Yet, our understanding of the impact of transformative travel experiences on tourists’ intentions remains scarce. The current study employs the Uses and Gratification Theory to investigate how tourists’ motivation and transformative travel experience influence their intention to revisit the same destination. Contrary to expectations, the results from an online survey conducted on 314 wellness tourists suggest that transformation is a one-time occurrence and has no effect on revisit intention. The findings generate insights into how wellness destinations can attract return visitors by providing relevant services and promoting transformation.
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