Digital pulse, human touch: Digital Health engagement, experience co-creation and experiential flow in Thailand’s wellness tourism

This study examined how Digital Health engagement shapes the leisure experiences of international wellness tourists. Drawing on service-dominant logic, a structural mediation model linked Digital Health engagement to experiential flow directly and through experience co-creation and perceived well-being, including a serial pathway. Data from 215 international tourists at four Thai wellness destinations were analyzed using partial least squares structural equation modeling. All hypothesized relationships were supported: Digital Health engagement was the strongest predictor of experience co-creation, and experience co-creation and perceived well-being jointly mediated its relationship with experiential flow, including a significant serial chain. Findings extend service-dominant logic to digitally mediated wellness settings and position experiential flow, a construct central to leisure scholarship, within the wellness service encounter. Conclusions apply to digitally engaged tourists; research incorporating non-users is needed before broader generalization.