Identifying and Ranking Critical Motivational Dimensions for the Choice of Wellness Tourism: An Analytic Hierarchy Process (AHP) Approach

Abstract

This exploratory study aims to determine the elements that impact travellers' decisions to choose wellness tourism. Motivation criteria have been prioritized to determine the most influential reason tourists decide to engage in wellness tourism. This study investigates the motivational factors that influence the decision to choose wellness tourism. These factors were ascertained by conducting an extensive review of the relevant literature and considering the preferences articulated by wellness tourism-seeking visitors. The Analytic Hierarchy Process (AHP) was employed to assess seven identified criteria and thirty-three sub-criteria, to determine their relative importance in motivating tourists to choose wellness tourism. The findings indicate, in accordance with the proposed hierarchical model, that motivational factors including “the desire to challenge myself physically,” “the desire to find peace for myself”, “the desire to look and feel better”, “the desire to maintain a balanced diet”, and "the desire to focus on one's inner self” - are the critical factors that motivates tourist to choose wellness tourism.