Research on the relationship between wellness tourism experiencescape and revisit intention: a chain mediation model

Purpose This study aims to construct a scale for measuring the spa hotel experiencescape in wellness tourism, clarify the mechanism through which wellness tourism experiencescape influences revisit intention and investigate the mediation roles of authenticity, memorability and organizational identification. Design/methodology/approach This study conducted content analysis of interviews, online reviews and relevant articles and used the concept of experiencescape to interpret spa hotels' experiential environment. The stimulus-organism-response (SOR) model was used as the basis for introducing authenticity, memorability, organizational identification and revisit intention to investigate how wellness tourism experiencescape affects tourists' behavior. In total, 488 valid questionnaires were collected at Taiwanese spa hotel clusters. Findings Four factors of spa hotel experiencescape were identified: health promotion treats, mental learning, unique travel experience and healthy diet. Existential authenticity-memorability and existential authenticity-organizational identification exerted full positive mediation effects in the relationship between wellness tourism experiencescape and revisit intention. Practical implications This study provides guidance on experience design for spa hotels. It promotes the consideration of existential authenticity in wellness tourism design. Originality/value The COVID-19 pandemic has raised awareness of wellness, drastically increasing the potential of the wellness tourism market. This study investigated the construction of wellness tourism experiencescape and its influence, and the findings can facilitate post-pandemic restoration of the wellness tourism industry. On the basis of SOR model, a chain mediation model was proposed to reveal the influence of wellness tourism experiencescape on revisit intention. Existential authenticity was discovered to play a crucial role in the relationship between wellness tourism experiencescape and revisit intention, which suggests that existential authenticity should be considered during service design and in marketing strategies for wellness tourism.

Corporate social responsibility and customer loyalty during the Covid-19 pandemic: evidence from pharmacy practice

Purpose In recent years, corporate social responsibility (CSR) has taken on a more prominent role in both large and small businesses because of its significant impact on various aspects of business performance. To date, a growing body of literature has demonstrated the mechanisms whereby CSR practices affect organizational outcomes;however, there has been little research examining how CSR practices contribute to customer loyalty within the pharmacy context. As such, this study aims to explore how CSR practices influence the loyalty of pharmacy customers, particularly in relation to the mediatory effects of customer-company identification (CCI) and customer trust. Design/methodology/approach A survey questionnaire was developed and administered to collect the required data from the pharmacy context. The resultant data were subjected to exploratory factor analysis to identify the scale dimensions, followed by multiple regression analysis to test the hypotheses. Findings Analysis of the results (n = 528) revealed that perceived CSR indirectly impacts loyalty through the mediatory effects of trust and CCI. All hypothesized effects were also confirmed via empirical testing. Originality/value The findings of this research suggest that not only are CSR activities responsive to societal concerns, but they can also promote customer identification with pharmacies and strengthen customer trust, which can, in turn, lead to long-term customer loyalty.