THE EFFECTS OF MINDFULNESS, FLOW EXPERIENCE AND TRANSCENDENTAL EXPERIENCE ON SATISFACTION IN YOGA TOURISM

Yoga tourism is gaining popularity among individuals worldwide who are increasingly prioritizing well-being. Yoga retreat centers serving this purpose offer participants a holistic experience with wellness programs that include yoga, meditation, and breathing practices. This study examines the impact of participants' mindfulness on satisfaction during yoga retreats. It also examines the indirect impact of mindfulness on satisfaction through flow and transcendence experiences. The study utilizes structural equation modeling for data analysis. Purposive sampling was used to collect data from yoga tourists. Data were collected from 293 individuals who voluntarily attended various yoga retreat centers in Akyaka, Turkey. The findings indicate that mindfulness has a direct positive impact on both experience satisfaction and life satisfaction. Furthermore, mindfulness indirectly contributes to these outcomes through its influence on flow and transcendence experiences. These results highlight the potential benefits of systematically incorporating mindfulness-based and flow-inducing practices into yoga tourism programs to enhance participant satisfaction and long-term well-being. Theoretically, this study contributes to the literature by extending the conceptualization of customer satisfaction within the context of yoga tourism, integrating the constructs of mindfulness, flow, and transcendence experience. Practically, the findings offer valuable insights for yoga retreat centers, wellness facilities, and destination managers aiming to improve tourist satisfaction and overall experience quality.