Examining the influence of memorable wellness tourism experiences on destination brand equity: the mediating role of place attachment

In this study, the effects on Customer -Based Destination Brand Equity (CBDBE) by Memorable Tourism Experiences (MTEs) through destination attachment within wellness tourism is analysed. The theoretical foundation is based on the S-O-R Theory [Stimulus (S) -Organism (O) -Response (R)]. The research investigates the effects of wellness-focused MTEs (S) on destination attachment (O), which will finally affect the dimensions of CBDBE (R): brand loyalty, brand image, perceived quality, and brand awareness. As the yoga capital of the world, Rishikesh was chosen for this study, as it is a major wellness tourist destination offering a wide range of wellness retreats, luxury spas, and famous ashrams. Since the COVID-19 pandemic, there has been an increased demand from tourists looking for wellness experiences to relax both physically and mentally. Despite the growing importance of wellness tourism, limited research links MTEs to destination branding in this niche segment of tourism. Furthermore, it explores how this emotional bond influences key dimensions of CBDBE. To the best of the authors’ knowledge, this study is among the first to analyse these interrelationships within the context of wellness tourism in the Indian setting.