Perceived Value and Motivation Factors Influencing Middle Eastern Tourists' Intention to Participate in Wellness Tourism in Thailand
Abstract
The purpose of this research is to investigate the influence of perceived value and motivation on Middle Eastern visitors' intentions to engage in wellness tourism in Thailand, with attitude serving as a mediating variable. This study utilizes a quantitative technique, gathering data from 400 visitors using a questionnaire designed and tested by statistical standards. Data was analyzed using Structural Equation Modeling (SEM).
The results reveal that perceived value and motivation have an immediate and significant effect on attitudes and intentions to engage in wellness tourism in Thailand. Furthermore, attitude has a direct influence on travel intention. The created model can account for 46% of the variation in intention to visit. This study emphasizes the significance of psychological elements in encouraging travel decisions for wellness tourism among Middle Eastern visitors. In the fast-rising wellness tourism sector, improving perceived value, generating motivation, and building good attitudes about the destination are critical for increasing Thailand's competitiveness in the global wellness tourism market.
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เอกสารอ้างอิง
ยุธศาสตร์การพัฒนาประเทศไทยให้เป็นศูนย์กลางสุขภาพนานาชาติ (Medical Hub) ฉบับ พ.ศ.2560 ถึง พ.ศ.2569 กรมสนับสนุนบริการสุขภาพ กระทรวงสาธารณสุข 2559 สืบค้นออนไลน์จากhttps://hss.moph.go.th/fileupload/2560-102.pdf
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