Decision-Making of Thai Tourists Choosing Wellness-Focused Accommodations: A Case Study of Sole Mio Boutique Hotel & Wellness
Article Sidebar
Main Article Content
Abstract
This research aims to study the concept of wellness tourism, factors influencing the decision on choosing wellness accommodations, and analyze the decision-making process within the context of the Sole Mio Boutique Hotel & Wellness as a case study. This is a qualitative study using document analysis combined with case analysis. Data was analyzed by using content analysis and synthesized within the framework of wellness tourism, service quality, and marketing mix factors.
The study found that the decision to choose wellness accommodations is a process where users prioritize "well-being value" over mere lodging or basic amenities. Users tend to choose accommodations that can meet their needs for relaxation, health restoration, and preventative care simultaneously, which aligns with the concept of wellness tourism, which focuses on the balance of body, mind, and spirit.
The study found that service quality factors play a significant role in the decision to choose wellness accommodations, particularly attentive service, clear communication, and a health-promoting atmosphere. A calm and private environment conducive to wellness activities enhances positive experiences, and guests perceive value in their stay. The study applied marketing mix factors to develop services that better meet guest expectations.
The study found that marketing mix factors, particularly product and service aspects, service processes, and personnel, clearly influence the decision to choose wellness accommodations. Designing services that meet target groups, offering diverse health activities, and appropriately presenting the value of the service enhance motivation for choosing these services.
In the context of Sole Mio Boutique Hotel & Wellness, the study found that service design, a calm and private atmosphere, and wellness-related activities played a significant role in creating wellness experiences and motivating guests to choose the accommodation.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Ashton, A.S. & Klinhom, C. (2020). Wellness Tourism Development in the Hotel Industry: Tourist Perspective. Journal of Tourism Quarterly, 2(3-4), 54-66.
Awasarn S, Rungruang P, & Wonglek P. (2021) Factors of Marketing Mix that are Related to the Decision to Use the Services of Chitrawan Wellness Spa Fitness Center by consumers in Bang Phli District, Samut Prakan Province. Southeast Bangkok Journal of Science (Humanities and Social Sciences), 7(2), 48–63.
Bennett, M., King, B., & Milner, L. (2004). The Health Resort Sector in Australia: A Positioning Study. Journal of Vacationing Marketing, 10 (2), 122-137. https://doi.org/10.1177/135676670401000203
Buaket S. (2015). The Development Process of Health Resort Projects: Case Studies of Tao Garden Health Spa and Resort and Panviman Chiang Mai Spa Resort [Master's Thesis]. Chulalongkorn University.
Inchai K. (2011). Factors Affecting the Decision to Choose Accommodation for Domestic Travel Among Early Working-Age Individuals: A Case Study of Early Working-Age Individuals in Mueang District, Phitsanulok Province [Master's Thesis]. Naresuan University
Jaiwilai W, & Sukphet K. (2024) Factors Related to the Choice of Health Tourism Services of Thai Elderly Tourists in the Situation of the COVID-19 Pandemic. Panyapiwat Journal, 15(1), 158–176.
Kantabutr S, & Chariangprasert N. (2019) Meaning and Service Patterns of Wellness Tourism in the Upper Northern Region of Thailand. Thai Journal of Service and Tourism, 14 (2), 25–43.
Nooma W, & Sunthayathorn S. (2018) Expectations of Service Quality that Affect the Decision to Use Health Resorts of Working Adults in Bangkok. Journal of Academic Research, National Sports University, 10(2), 53–64.
Panyo K. (2020) A Study of the Potential of Health Tourism at Golf Courses in Serving Foreign Tourists in the Upper Northern Region. Journal of Academic Research, National Sports University, 12(1), 175–187.
Phiuchan M. (2024) Health Tourism: Health Activity Trends in Hotels and Resorts. Journal of Social Sciences and Humanities Research in Asia, 30(1), 105–122.
Sutthipongkaival N. (2015). Hotel Guests' Expectations Regarding the Personality and Communication Styles of Service Staff [Master's Thesis]. Chulalongkorn University.
