Service Quality and Cross-Cultural Guest Satisfaction in Wellness Tourism Evidence from Yoga Retreats in India’s Global Wellness Destination

Wellness tourism is a rapidly growing phenomenon worldwide, and India is making a bid to become one of the major destinations for it, thanks to its ancient, holistic health practices. Rishikesh is also known as the yoga capital of the world, where visitors come to practice yoga, meditate, and enjoy spa treatments. Although popular, empirical studies investigating the effects of service quality dimensions on guest satisfaction across cultures are scarce.