Yoga tourism example in Antalya within the scope of health tourism

This study focuses on the emerging niche market of yoga tourism within the scope of health tourism and aims to examine the relationships between yoga beliefs, perceived service quality, mental well-being, and behavioral intentions of tourists who participated in yoga retreats at accommodation establishments in Antalya. As a recreational activity, yoga supports individuals in achieving physical, mental, and spiritual balance through a holistic practice (Iyengar, 2021:19), and in the context of tourism, it stands out with its combined physical and psychological benefits (Connell, 2006:1094). Findings indicate that demographic variables such as gender, age, marital status, education, and income levels significantly affect certain dimensions such as yoga beliefs and behavioral intentions. For example, as age increases, behavioral loyalty tends to rise, and with higher education levels, individuals develop greater expectations and adopt more critical attitudes toward service quality (Zeithaml vd., 1996; Baker and Crompton, 2000). Although overall mental well-being scores did not differ significantly by demographics, married participants exhibited higher levels of subjective well being compared to singles (Dush and Amato, 2005). The results suggest that services offered within yoga tourism should be tailored to the demographic profiles of participants to enhance perceived service quality and revisit intentions. Accordingly, this study contributes to the academic literature while also offering practical insights for strategic marketing and service design in yoga tourism. Key Words: Yoga Tourism, Health Tourism, Recreational Activities, Yoga Belief, Mental Well-Being, Perceived Service Quality, Behavioral Intention, Demographic Factors, Niche Marketing.