Embracing co-creation and addressing value co-destruction are essential components for creating a strong brand identity in the wellness tourism industry. The present research employs a cross-sectional research methodology (N = 286) to evaluate service-related stressors that promote affective fatigue and consumer brand disidentification in select wellness hotels in Northern India. The findings indicate that the stressors, namely, service behaviour redundancy and service failure are significant predictors of affective fatigue and brand disidentification. Furthermore, we discover that extraversion acts as a negative moderator between service failure and affective fatigue. The study has pertinent theoretical and practical implications.
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