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Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations

Author

Listed:
  • Thadathibesra Phuthong

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

  • Pongpun Anuntavoranich

    (Department of Industrial Design, Faculty of Architecture, Chulalongkorn University, Bangkok 10330, Thailand)

  • Achara Chandrachai

    (Department of Commerce, Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Krerk Piromsopa

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

Abstract

The present study developed an assessment scale to measure the competitiveness of wellness destinations in Thailand, particularly from the perspective of the wellness tourism firm. A literature review and in-depth interviews informed the components and indicators for the assessment. Then, a scale was developed to evaluate the effectiveness and accuracy of the measurement scale using exploratory factor analysis and verification by confirmatory factor analysis. These analyses generated seven dimensions of wellness tourism: destination environment, travel and policy, infrastructure and capacity, manufactured and cultural resources, strategy and structure, novelty potential, and cooperative and proactive marketing. The results indicate strategies and considerations to improve the competitiveness of wellness destinations in Thailand. The assessment tool may be valuable for wellness tourism clusters and stakeholders to assess and promote wellness destination competitiveness.

Suggested Citation

  • Thadathibesra Phuthong & Pongpun Anuntavoranich & Achara Chandrachai & Krerk Piromsopa, 2022. "Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations," Sustainability, MDPI, vol. 14(7), pages 1-27, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4152-:d:784065
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    References listed on IDEAS

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    Cited by:

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    2. Gulyas Greta & Molnar Elisabeta Ilona, 2023. "Wellness Tourism Management Research A bibliometric analysis," Management & Marketing, Sciendo, vol. 18(2), pages 172-191, June.
    3. Andrei-Florin Băbăț & Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Mihaela Grigore, 2023. "Tourism and Travel Competitiveness Index: From Theoretical Definition to Practical Analysis in Romania," Sustainability, MDPI, vol. 15(13), pages 1-26, June.

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