Evolving Millennial Preferences: the Role of Rural–Based Wellness Tourism in Post–Pandemic Development
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Abstract
This study investigates the evolving preferences of millennial travelers in the context of rural-based wellness tourism post-pandemic, highlighting its potential to drive sustainable tourism growth. By surveying 424 international tourists and analyzing literature, the research identifies key attributes of wellness destinations that appeal to millennials, including unique rural locations, indigenous healing practices, and wellness activities like meditation, traditional Thai medicine, and Thai massage. The findings emphasize the importance of integrating local culture, mindfulness activities, and authentic experiences in enhancing millennial engagement. Strategic insights provided by this study offer a roadmap for rural tourism stakeholders to attract and retain millennial tourists, contributing to cultural preservation and sustainable development in post-pandemic travel.
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