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Attribute Framework Validation for Wellness Tourism within the Context of Thailand

Author

Listed:
  • Natnisha Kongtaveesawas

    (Technopreneurship and Innovation Management, Graduate School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Pattarawan Prasarnphanich

    (Behavioral Research and Informatics in Social Research and Informatics in Social Science Research Unit, SASIN School of Management, Chulalongkorn University, Bangkok 10330, Thailand)

  • Sukree Sinthupinyo

    (Faculty of Engineering, Chulalongkorn University, Bangkok 10330, Thailand)

  • Ann Suwaree Ashton

    (Graduate School of Tourism Management, National Institute Development Administration, Bangkok 10240, Thailand)

Abstract

Background: Research on the theoretical integration of attributes of wellness tourism in the form of the physical, mental, spiritual, and environmental (PMSE) attribute framework and the effect of cultural differences on the framework validation has not been conducted before. Objectives: This study developed and validated the key underlying attributes of the wellness tourism experience framework within the Thailand context. Methods: From reviewing the related literature to identify potential sub attributes under the four dimensions of the PMSE framework, themes were developed using a theory- and prior research-driven method within different cultural contexts. The fitness of the PMSE attribute framework model within the context of Thailand wellness tourism was confirmed through a survey design with a quantitative approach from the generalities of the sample groups. The entire dataset was statistically tested with descriptive statistics and confirmatory factor analysis (CFA). Results and Conclusions: After adjustments, the four-factors with a 28-item model substantiated the data. The results validated that the mental experience dimension accounted for the most variance, with an indicator value of 0.99 in the framework, predicting the effective wellness tourism experience better than the other attributes. Experience design should involve the participation of all stakeholders in the wellness tourism system in terms of managerial contribution. Recommendations for the planning of wellness experiences concerning each four-factor will be investigated in future studies.

Suggested Citation

  • Natnisha Kongtaveesawas & Pattarawan Prasarnphanich & Sukree Sinthupinyo & Ann Suwaree Ashton, 2022. "Attribute Framework Validation for Wellness Tourism within the Context of Thailand," Sustainability, MDPI, vol. 14(10), pages 1-23, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5953-:d:815389
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    References listed on IDEAS

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    2. Morgan, Nigel & Pritchard, Annette & Sedgley, Diane, 2015. "Social tourism and well-being in later life," Annals of Tourism Research, Elsevier, vol. 52(C), pages 1-15.
    3. Sivadas, Eugene & Bruvold, Norman T. & Nelson, Michelle R., 2008. "A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment," Journal of Business Research, Elsevier, vol. 61(3), pages 201-210, March.
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