Motivational pathways in yoga tourism: applying self-determination theory to experience-based segmentation

Yoga tourism is observed to exist within various frameworks aligned with a wide range of motivational factors and corresponding variations in services and facilities. This study examines motivations and experiences of yoga tourists through content analysis, drawing on participant narratives and a hierarchical coding model grounded in Self-Determination Theory. The findings indicate that yoga tourism motivations are shaped by social influences, personal healing needs, and spiritual curiosity. Entry motivations, such as “stress relief” or “trauma,” progress into transformational outcomes, identifying yoga practice as a sustained lifestyle, embodying themes such as “mental clarity,” “emotional balance” and “spiritual depth.” Accordingly, yoga tourism is revealed to manifest complex, subjective experiences, aligning with the literature that identifies it as a holistic and transformative engagement. The segmentation based on the participants’ practice intensities highlights varying engagement levels within yoga tourism and the need for tailored services to meet diverse motivations and expectations.