Last October, Professor Kessler carried out research at the Yeongdeok International H Wellness Festa, supported by students from the Wellness Research Institute and the Workplace Wellness Research Lab. The study has now been published, with special thanks to Jang Byeong-ju, Park Mi-jung, and Jung Ku-jeom for their contributions.

Abstract
To examine the causal relationship between wellness tourism activities and participants’ intention to continue attending the Yeongdeok International H Wellness Festa 2024, a survey was conducted among attendees from October 3–6, 2024. Key findings from the empirical analysis include:

1. Wellness perception → Wellness activities: Positive, social, physical, and mental perceptions showed significant causal links to wellness activities (social, emotional, physical, intellectual). Hypothesis 1 was partially supported.

    

2. Wellness perception → Participation intention: Physical and mental perception significantly increased intention to continue participating, while positive and social perception showed no significant effect.

    

3. Wellness activities → Participation intention: Only social and physical activities had a significant positive effect on continued participation; emotional and intellectual activities did not.

These results suggest that Festa organizers should emphasize social and physical activities to strengthen sustainable engagement. The findings provide valuable baseline data for planning future successful and sustainable events.

[Read the full article here]