Exploring Interpersonal Dynamics in Wellness Tourism: A Reexamination of Intentions Through a Case Study of Generation X Citizens in Thailand
Authors: Kajornatthapol Pongwiritthon , Siyaphat Suthithananchai , Tarmthai Phataradolsopon , Thumtheang Suttipong 
Published: November 2024

Objective: This research primarily aims to investigate the factors influencing wellness tourism experiences for Generation X in Thailand, focusing on revisit intentions and overall satisfaction. Specific objectives include identifying key factors affecting relationships with healthcare providers and fellow tourists, analyzing the impact of these relationships, and exploring the correlation between authenticity, organizational identification, and revisit intentions.

Theoretical Framework: Wellness and healthcare tourism investigate the factors influencing revisit intentions. Unlike general wellness, wellness tourism emphasizes holistic health through activities that integrate physical, mental, and social well-being. It encompasses experiences from hedonic beauty spas to eudaimonic spiritual retreats. Wellness hotels cater to these demands, providing tailored services for overall well-being. In contrast, healthcare tourism promotes emotional health and quality of life through organized trips, while medical tourism focuses primarily on reactive treatments. Revisit intentions are shaped by memorable, authentic experiences, with emotions, customer satisfaction, and electronic word of mouth (eWOM) playing critical roles. Authenticity existential and constructive significantly affects satisfaction, loyalty, and revisit intentions. This study emphasizes delivering exceptional wellness experiences that foster personal growth and cultivate long-term loyalty.

Method: This research investigates the factors influencing wellness tourism experiences among Generation X individuals in Thailand, emphasizing revisit intentions and overall satisfaction. Using a cross-sectional quantitative design, data were collected to establish causal relationships among key variables: Wellness Tourism Experience (WTE), Existential Authenticity (EA), Constructive Authenticity (CA), Corporate Identification (CoIn), and Rememberability (RemA). Conducted between January 11 and December 30, 2023, the survey targeted Generation X participants who engaged in wellness tourism, selected from visitor records and databases. The sample size, estimated using Krejcie and Morgan's (1970) guidelines, aimed for 400 participants to ensure representativeness and minimize bias. The questionnaire demonstrated reliability with a Cronbach’s Alpha of 0.92. Data were analyzed using ADANCO software for Structural Equation Modeling (SEM) to assess construct reliability, convergent validity, and model fit.

Results: This study examines the intricate dynamics of relationships within wellness tourism among Generation X citizens in Thailand, emphasizing their influence on revisit intentions and overall satisfaction. Conducted over 79 days with 406 participants, the research revealed a diverse demographic: 30.8% male, 69.2% female, with 50.9% holding bachelor’s degrees and 48.3% earning between 30,001 and 50,000 baht. Statistical validation demonstrated robust constructs characterized by high reliability and strong convergent validity. Descriptive analyses indicated positive perceptions of key dimensions, particularly existential and constructive authenticity, corporate identification, rememberability, and revisit intentions (mean values: 4.44 to 4.97). Although significant, limitations regarding generalizability to other age groups are acknowledged. Overall, the findings provide critical insights for Thai wellness tourism businesses, highlighting the need to align marketing strategies and services with Generation X preferences to enhance satisfaction and loyalty. This research contributes valuable perspectives for theoretical advancement and practical application within the tourism and hospitality sectors.

Research Implications: This study investigates the relationships and revisit intentions in wellness tourism experiences among Generation X in Thailand using a quantitative cross-sectional design. Key findings reveal a strong correlation between Wellness Tourism Experience (WTE) and Revisit Intention (RI), emphasizing the importance of authenticity in enhancing customer loyalty and satisfaction.

Originality/Value: This study analyzes interpersonal dynamics influencing revisit intentions among Generation X tourists in Thailand's wellness tourism sector. It examines how relationships, including cultural differences with healthcare providers, affect return likelihood. Key findings emphasize the importance of authenticity, corporate identification, and rememberability in enhancing customer loyalty and satisfaction.