Exploring Determinants of Wellness Tourism and Behavioral Intentions: An SEM-Based Study of Holistic Health

Abstract

Amid globalization, tourism has increasingly emphasized health and well-being through sustainable, wellness-oriented services. Thailand has been recognized as having strong potential to become a regional hub for wellness tourism, supported by its efficient healthcare system and diverse attractions. This study aims to identify key indicators of wellness tourism based on holistic health principles and to examine their relationships with tourists’ intentions to use wellness services. Data were collected from 1200 wellness tourists in Thailand through stratified random sampling and analyzed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The results revealed six significant wellness factors, with Environmental Wellness being the most influential. In addition, gender, income, and occupation were found to positively affect wellness tourism behavior. Attitude and subjective norms also significantly influenced tourists’ intentions to engage in wellness services. This study provides policy recommendations to assist tourism and public health agencies in promoting wellness tourism and enhancing health-focused travel experiences.