Wellness tourism experience and destination brand love

doi:10.1080/10548408.2024.2369752

Paper

Wellness tourism experience and destination brand love

Published Jul 1, 2024 · Sung in Kim, Amr Al-Ansi, Jin-Soo Lee

Journal of Travel & Tourism Marketing

12

Citations

1

Influential Citations

Full text

Abstract

ABSTRACT This study assessed various aspects of the wellness tourism experience in Thailand. A survey was conducted with a sample of 420 Chinese tourists. The findings revealed significant and insignificant effects of the wellness tourism experience on the development of destination brand love. Additionally, it confirmed that barriers and destination familiarity play a vital role in shaping tourists’ responses and strengthening their affinity towards the destination brand. The results highlight tourists’ focus on comprehensive experiences rather than external dynamics like weather. This study suggests collaboration among stakeholders to enrich the overall travel experience and prioritize the emotional wellbeing of tourists.

Study Snapshot

Wellness tourism experiences in Thailand positively impact destination brand love, with tourists focusing on comprehensive experiences rather than external factors like weather.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

Wellness tourism experience and destination brand love

References

Citations