Proposing a wellness-based tourism pattern using structural equation modelling approach

Today, wellness tourism has become a thriving industry. In wellness tourism, tourists travel to relieve the pressures of ordinary life and become refreshed with no medicinal intervention. In wellness tourism, tourists seldom have any exact physical illness, rather they are interested in enjoying the curative nature of regions. This study was an attempt to investigate different dimensions of wellness and identify the factors affecting wellness tourism using a non-experimental study in which a structural equation model was applied to examine the data. The statistical population included 237,415 tourists who visited the tourist attractions of Sarab County in Iran. The sample size was determined 384 subjects. The results revealed that the destination location in terms of climate, positive image of the region, excellent food, as well as physical, traditional, and historical appeals of the region, were the factors that had the highest influence on determining the destination of wellness tourism. In general, this study contributes to the development of wellness tourism in the world, including Iran. In this study, practical steps have been taken based on the strategies and approaches presented to reduce stress and enhance well-being during the outbreak of COVID-19.The data is gathered from tourists in Sarab County.