Wellness Tourism Development in the Hotel Industry: Tourist Perspective
Wellness tourism has become significantly popular around the Globe, especially in many Asian countries, such as Thailand, India, Malaysia and Bali. This study aim is to investigate the relationship between marketing mixed and intention to re-purchase the wellness activity. A quantitative approach was employed and tourists who use spa service in four/five star hotels located in Southern Thailand were selected as the samples. Data were collected in May and September 2019 and multiple regression technique was used for data analysis, with a total of 413 samples having been received. It was found that place to provide wellness activity were the most influential factors for tourists to re-purchase. The price was a medium influence, and information channels had also influence on tourists to re-purchase. The study provides theoretical and managerial contributions.