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Exploring Determinants of Wellness Tourism and Behavioral Intentions: An SEM-Based Study of Holistic Health

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  • Kestsirin Theerathitichaipa

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Manlika Seefong

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Pattarawadee Prasomsab

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Panuwat Wisutwattanasak

    (Institute of Research and Development, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Chinnakrit Banyong

    (School of Industrial and Logistics Management Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Vatanavongs Ratanavaraha

    (School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Nanthana Jansirisuk

    (Suranaree University of Technology Hospital, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Atthaphon Ariyarit

    (School of Mechanical Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

  • Rattanaporn Kasemsri

    (School of Civil Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand)

Abstract

Amid globalization, tourism has increasingly emphasized health and well-being through sustainable, wellness-oriented services. Thailand has been recognized as having strong potential to become a regional hub for wellness tourism, supported by its efficient healthcare system and diverse attractions. This study aims to identify key indicators of wellness tourism based on holistic health principles and to examine their relationships with tourists’ intentions to use wellness services. Data were collected from 1200 wellness tourists in Thailand through stratified random sampling and analyzed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The results revealed six significant wellness factors, with Environmental Wellness being the most influential. In addition, gender, income, and occupation were found to positively affect wellness tourism behavior. Attitude and subjective norms also significantly influenced tourists’ intentions to engage in wellness services. This study provides policy recommendations to assist tourism and public health agencies in promoting wellness tourism and enhancing health-focused travel experiences.

Suggested Citation

  • Kestsirin Theerathitichaipa & Manlika Seefong & Pattarawadee Prasomsab & Panuwat Wisutwattanasak & Chinnakrit Banyong & Vatanavongs Ratanavaraha & Nanthana Jansirisuk & Atthaphon Ariyarit & Rattanapor, 2025. "Exploring Determinants of Wellness Tourism and Behavioral Intentions: An SEM-Based Study of Holistic Health," Sustainability, MDPI, vol. 17(17), pages 1-27, August.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:17:p:7824-:d:1738143
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    References listed on IDEAS

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    1. Mireia Ferri Sanz & Estrella Durá Ferrandis & Jorge Garcés Ferrer, 2019. "Service Quality Scales and Tourists with Special Needs: A Systematic Review," Sustainability, MDPI, vol. 11(14), pages 1-12, July.
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    3. Alana K. Dillette & Alecia C. Douglas & Carey Andrzejewski, 2021. "Dimensions of holistic wellness as a result of international wellness tourism experiences," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(6), pages 794-810, March.
    4. Marta Gemma Nel-lo Andreu & Alba Font-Barnet & Marc Espasa Roca, 2021. "Wellness Tourism—New Challenges and Opportunities for Tourism in Salou," Sustainability, MDPI, vol. 13(15), pages 1-13, July.
    5. 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.
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