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

Kestsirin Theerathitichaipa, Manlika Seefong, Pattarawadee Prasomsab, Panuwat Wisutwattanasak, Chinnakrit Banyong, Vatanavongs Ratanavaraha, Nanthana Jansirisuk, Atthaphon Ariyarit and Rattanaporn Kasemsri ()
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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

Sustainability, 2025, vol. 17, issue 17, 1-27

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.

Keywords: wellness tourism; holistic health; structural equation modeling; behavioral intention; Thailand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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