How Perceived Value Influences Millennial Wellness Travel Decisions: Insights from Uttarakhand Region

This study investigates how three dimensions of perceived value: price, quality, and accessibility, shape millennial travelers’ preference for wellness destinations in Uttarakhand, India. Using a judgmental sampling approach, responses from 260 participants were analyzed through structural equation modeling (SEM) in SPSS 26 to examine the relationships between observed and latent constructs. The findings reveal that all three dimensions significantly influence millennials’ intention to visit wellness destinations, with quality emerging as the most critical factor, followed by price and accessibility. These results highlight the need for tourism stakeholders in Uttarakhand to prioritize authentic, high-quality wellness experiences while simultaneously improving accessibility infrastructure rather than focusing primarily on price competitiveness. The study further emphasizes the importance of standardized wellness certifications and stronger connectivity through public–private collaborations to position Uttarakhand as a high-end wellness destination. By offering empirical insights into value perceptions, the research contributes to wellness tourism literature and provides practical guidance for destination managers.