The Development Guidelines of Wellness Tourism for Affluent Tourists in the Eastern Economic Corridor (A Case Study of Chonburi Province)
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This study aimed to investigate the motivational factors for travel among affluent tourists that influence perceptions of wellness tourism potential and their decision to engage in it. Also, the study examined the readiness of wellness tourism development in Chonburi Province. A mixed-methods research design was employed. The quantitative research utilized a survey method to collect data from affluent Thai and international tourists who traveled to Chonburi Province for wellness tourism purposes. A purposive sampling was applied, yielding a total of 356 valid responses. The data were analyzed using multiple regression analysis. The qualitative research involved in depth interviews with 12 key stakeholders associated with tourism development and wellness service provision in Chonburi Province. The findings revealed that motivational factors, including both push and pull motivations, positively influenced the wellness tourism potential of Chonburi Province. Moreover, there are only three factors, which include natural tourism resources, cultural factors, and environmental and safety factors, that were found to significantly affect affluent tourists’ decisions in traveling for wellness. Previous studies on wellness tourism potential have primarily focused on evaluations from the supply-side perspective, while tourists’ personal experiences and motivations remain underexplored. This study addresses this gap by examining tourist motivations in relation to the perceived potential of wellness tourism destinations, providing practical insights for tourism stakeholders to develop effective strategies and sustainable management policies for attracting wellness tourists to Chonburi Province and surrounding areas.
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