Motivation, co-creation, mental well-being and cross-cultural differences: the case of thalassotherapy in Turkey

The focus of this study is to examine the role of cultural differences in the co-creation-mediated relation between thalassotherapy and mental well-being. The study aims to find: (a) key components of thalassotherapy tourists’ motivation associated with the 3S destination, (b) cross-cultural differences among thalassotherapy tourists, (c) the relationships between thalassotherapy motivation, co-creation and mental well-being, and (d) the mediator role of co-creation in the relationship between thalassotherapy motivation and mental well-being. Data were obtained from 398 tourists who, at least once, received thalassotherapy service in the Antalya destination. The findings revealed the intercultural differences and a positive relationship between thalassotherapy motivation, co-creation, and mental well-being. Additionally, the mediation role of co-creation in the effect of the thalassotherapy tourists’ motivation on mental well-being was determined. Based on the research findings, the theoretical and practical implications were discussed.