Beyond Om: exploring the link between participants’ motivations, retreat experiences, and well-being in yoga tourism

Yoga tourism, where practicing yoga is a central vacation theme, is a growing niche within wellness tourism. People use their vacation time to enhance their well-being and seek a more balanced life through yoga. This research explored the impact of yoga retreats on participants’ well-being by examining the motivations for participation and the components of the yoga retreat experience that shape participants’ behaviour. A mixed-methods approach was applied, combining both qualitative and quantitative methods. Study 1 involved 10 in-depth semi-structured interviews with yoga retreat participants. The findings from Study 1, combined with the existing literature, were utilized to develop a conceptual model. In Study 2, data from 409 yoga retreat participants were collected through an online questionnaire to test the proposed model. The findings highlight the positive effects of participating in yoga tourism on participants’ well-being, and the impact of the cognitive processes they underwent. Additionally, the study shows how the retreat’s components —natural surroundings, prior acquaintance with the teacher, and group dynamics—influence these cognitive processes. The theoretical and practical managerial implications of the research findings are discussed.