Published Paper Details:

Ayurveda-based wellness tourism has positioned Kerala as a leading global destination for holistic health and well-being. This study examines tourist perceptions and satisfaction toward wellness tourism in Kerala, with specific emphasis on identifying the key determinants influencing wellness tourists' experiences. Using a descriptive and analytical research design, primary data were collected from 100 domestic and international wellness tourists through a structured questionnaire. Tourist satisfaction was assessed across multiple dimensions, including service quality, therapist competence, treatment authenticity, physical environment and ambience, and perceived wellness outcomes. Statistical analysis using SPSS reveals that overall tourist satisfaction with wellness tourism in Kerala is high and largely consistent across age groups and type of tourists. Gender emerges as a partially significant factor, influencing perceptions of service quality, treatment authenticity, price fairness, and accessibility. Authentic Ayurvedic treatments, professional competence of therapists, hygienic and serene environments, and positive wellness outcomes are identified as the most influential drivers of satisfaction. The findings indicate that demographic factors exert a limited impact on wellness tourism satisfaction, reinforcing the robustness of Kerala's wellness offerings. The study underscores the need for transparent pricing, improved accessibility, continuous quality assurance, and stronger regulation to preserve authenticity and enhance tourist satisfaction. The results provide valuable insights for policymakers and wellness tourism stakeholders seeking to sustain Kerala's competitiveness and long-term leadership in Ayurveda-based wellness tourism