Structural Model of Management and Sustainable Value Creation for Wellness Tourism Businesses
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Abstract
This research aimed to examine the factors influencing the success of wellness tourism entrepreneurs, to analyze the causal relationships among these factors, and to propose a causal model of success for wellness tourism entrepreneurs. A mixed-methods approach was employed, incorporating quantitative data collected from 420 entrepreneurs nationwide through questionnaires and qualitative data from focus group discussions with 12 experts. The findings revealed that management, well-being branding, sustainable customer value creation, and technology, innovation, and preventive health concepts significantly influenced entrepreneurial success, with sustainable customer value creation exerting the strongest influence. All factors demonstrated both direct and indirect effects on success. The proposed causal model exhibited a good fit with the empirical data. The body of knowledge derived from this research is a causal model of success for wellness tourism entrepreneurs, which can be systematically applied to strategic planning and competitive capability development.
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