Examining the 4Es of Wellness Tourism: Educational, Esthetic, Escapist, and Entertainment Dimensions in India

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Ankit Raj, Dr. Himanshu Matta, Dr. Manisha Gupta , Dr. Raghav Jain

Abstract

This study investigates the influence of the 4Es model—Educational, Esthetic, Escapist, and Entertainment—on experience satisfaction and perceived quality within India's wellness tourism sector. Through a quantitative approach utilizing factor analysis and structural equation modeling (SEM), the research examines the extent to which each experiential dimension impacts satisfaction and quality perceptions among wellness tourists. Findings demonstrate that the Esthetic and Escapist dimensions exert a pronounced effect on satisfaction levels, while the Educational and Entertainment dimensions moderately enhance perceived quality. These insights yield practical recommendations for wellness tourism providers striving to optimize visitor experiences and elevate overall satisfaction, contributing to the advancement of wellness tourism in India.

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