Comparative analysis of the behavioral intention of potential wellness tourists in China and South Korea

The main aim of this study is to develop and test a comprehensive model that can predict the tourism intention of potential wellness tourists. The study also investigates the mediating effect of attitude and discusses differences in the behavioral intentions of potential wellness tourists between China and South Korea. The data were collected via questionnaire surveys, and structural equation modeling was used as an analysis tool. The results reveal that perceived susceptibility and perceived benefits can significantly, positively influence the behavioral intention of potential wellness tourists in South Korea, while perceived barriers have a negative impact on that of potential wellness tourists in China; in both samples, perceived susceptibility and benefits can have a positive impact on attitude. Moreover, in South Korea, attitude had a significant mediating effect among perceived susceptibility, perceived benefits, and behavioral intention. This study enriches and expands the literature on the behavioral intention of potential wellness tourists, use of the health belief model (HBM), and the theory of planned behavior (TPB), and provides a theoretical basis as well as a scientific decision-making reference for wellness tourism management and relevant stakeholders.