A study on Attitudinal and Emotional loyalty of Tourists towards Ayurvedic Tourism to build Kerala as an international Ayurvedic Tourism Brand

Abstract

The rise of Ayurvedic tourism has transformed Kerala into a leading wellness destination, emphasizing the need to understand what drives tourist loyalty and connection. This study explores tourists’ emotions and attitudes toward Ayurvedic tourism and how these factors strengthen Kerala’s brand as a global hub for Ayurveda-based wellness. It examines how various groups of tourists develop loyalty and attachment, presenting a model to analyze the key factors that influence these feelings and their outcomes in Kerala’s health tourism sector. The research investigates how positive attitudes enhance the relationship between tourist satisfaction and brand development, with trust acting as a moderating element. It also examines how service quality and medical expertise shape loyalty and emotional connection. Furthermore, it explores how emotions such as affection, connection, and passion contribute to Kerala’s Ayurvedic brand identity. Data were collected through a questionnaire focusing on service experience, medical quality, satisfaction, trust, emotional factors, and brand perception. Statistical analysis confirmed the proposed model and validated the relationships between these variables. The findings show that high service standards and professional medical care increase tourist satisfaction, which in turn strengthens emotional bonds and loyalty toward Kerala’s Ayurvedic brand. Trust further enhances the effect of satisfaction on brand perception. The study highlights the significance of combining emotional and attitudinal aspects to create effective branding strategies for Kerala’s Ayurvedic tourism. It offers a practical framework showing how emotions and loyalty work together to build a strong, lasting brand in wellness tourism.