📄 Abstract
This study investigates the relationship between healing tourism experiences and tourists’ mental well-being in Vietnam's emerging wellness market. Amidst heightened post-pandemic psychological stress, demand for restorative travel—such as eco-therapy and mindfulness retreats—has surged. However, empirical research on its psychological outcomes in emerging destinations remains scarce. To address this gap, the study develops an integrated framework linking experience quality, digital media exposure, expectation, perceived authenticity, perceived value, emotional response, and mental well-being. Employing a mixed-methods design, the research combines qualitative analyses (literature reviews, expert and tourist interviews, and digital content analysis) with quantitative survey data analyzed via Structural Equation Modeling. Key psychological outcomes examined include stress reduction, subjective well-being, and emotional balance. By synthesizing tourism experience, psychological restoration, mindfulness, and communication theories, the study offers significant theoretical contributions and practical insights for designing evidence-based wellness products and authentic digital marketing strategies..
🏷️ Keywords
📚 How to Cite:
Tuan Anh LUONG, Thao Chi TRAN , HEALING TOURISM AND MENTAL WELL-BEING IN VIETNAM: A MIXED-METHODS SEM APPROACH TO WELLNESS TRAVEL EXPERIENCES, DIGITAL COMMUNICATION AND PSYCHOLOGICAL OUTCOMES , Volume 13 , Issue 7, July 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 6 - 12 , DOI: https://doi.org/10.36713/epra28579