Factors Affecting Choice of Wellness Tourism Destination: Perspectives of Families With Children in Mainland China

ABSTRACT Although wellness tourism and family tourism have received much attention from academics, research on the factors influencing families with children to choose wellness tourism is limited. A grounded theory approach was used to reveal the influencing factors and motivations of families with children when choosing wellness tourism destinations. First, family members (both parents and children) are motivated by the pursuit of health to promote physical and mental well‐being. Second, the need for intergenerational solitude is crucial, allowing family members to enjoy personal space and activities tailored to their individual needs. Third, child‐friendly facilities and activities are crucial for children's development. These findings highlight the importance of intergenerational dynamics and health pursuits with a theoretical contribution. For the industry, wellness destinations should offer diverse activities catering to both adults and children, ensuring intergenerational independent experiences. This study provides valuable insights for industry managers aiming to develop family‐oriented wellness tourism products.