This research discusses the impact of the perception of video images and online word of mouth on tourists’ travel intentions. A survey of 390 users who watched travel videos on short-video platforms was conducted using structural equation modeling. The results are as follows. First, the perception of video images can significantly affect tourists’ intention to visit the destinations. Second, as a mediating variable, online word of mouth can enhance the positive effects of the perception of video images on tourists’ travel intentions. Third, gender had a positive moderating effect, which was particularly obvious in the relationship between the perception of video images and online word of mouth. This research provides a theoretical basis for the utility of tourism-related short videos, which can help stimulate tourists’ intention to visit promoted destinations.

On the basis of the bottom-up spillover theory, this study explores the influence of the wellness tourism experience on tourists’ well-being. Considering wellness tourists as the research participants, tourist satisfaction, gender, and age were selected as the mediating and moderating variables, respectively, to study the mechanism between the wellness tourism experience and tourist well-being. A questionnaire survey was sent to 445 participants who engaged in wellness tourism in China, and an empirical analysis was conducted using the structural equation model. The results showed that the entertainment, esthetic, and escape experience of wellness tourism can significantly affect tourists’ hedonic and eudaimonic well-being. Tourist satisfaction, as a mediating variable, can enhance the positive impact of the wellness tourism experience on tourist well-being. Moreover, gender and age have a significant moderating effect on the relationship among wellness tourism experience, tourist satisfaction, and tourist well-being. This study enriches the current scholarship in the fields of the wellness tourism experience and tourist well-being and provides a theoretical basis and scientific decision-making reference for wellness tourism enterprises and tourism management departments.

The main aim of this study is to develop and test a comprehensive model that can predict the tourism intention of potential wellness tourists. The study also investigates the mediating effect of attitude and discusses differences in the behavioral intentions of potential wellness tourists between China and South Korea. The data were collected via questionnaire surveys, and structural equation modeling was used as an analysis tool. The results reveal that perceived susceptibility and perceived benefits can significantly, positively influence the behavioral intention of potential wellness tourists in South Korea, while perceived barriers have a negative impact on that of potential wellness tourists in China; in both samples, perceived susceptibility and benefits can have a positive impact on attitude. Moreover, in South Korea, attitude had a significant mediating effect among perceived susceptibility, perceived benefits, and behavioral intention. This study enriches and expands the literature on the behavioral intention of potential wellness tourists, use of the health belief model (HBM), and the theory of planned behavior (TPB), and provides a theoretical basis as well as a scientific decision-making reference for wellness tourism management and relevant stakeholders.