Research on the Influencing Mechanism of Tourists’ Revisit Intention to Mountain-based Health and Wellness Tourism Destinations: An Empirical Analysis Based on Multidimensional Perceived Value

Abstract

Health and wellness tourism is a significant sector that meets people’s needs for a better life within the context of cultural and tourism integration in the new era. With the enhancement of national health awareness and the upgrading of leisure consumption, health and wellness tourism centered on forests, hot springs, and ecological culture has become a growth hotspot in the tourism market. As a world-class mountain-based tourism destination, Huangshan boasts unique natural ecological resources and profound Huizhou cultural heritage, making it an excellent carrier for developing health and wellness tourism. Tourists’ revisit intention serves as a core indicator for measuring the sustainable development of health and wellness tourism destinations, directly determining the destination’s market competitiveness and lifecycle. In the context of health and wellness tourism consumption, tourists’ revisit decisions are not solely driven by landscape resources but are deeply reliant on their comprehensive value perception during the tourism process. Therefore, it is necessary to systematically analyze the mechanism of value perception on revisit intention through a theoretical framework. This paper constructs an analytical framework based on perceived value theory, examining tourists visiting Huangshan for health and wellness tourism through questionnaire surveys from four dimensions: functional value, emotional value, social value, and cognitive value. It explores how perceived value in different dimensions drives tourists’ revisit intention, providing theoretical foundations and practical strategies for optimizing Huangshan’s health and wellness tourism products and enhancing destination operations.