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Journal of Travel & Tourism Marketing Volume 41, 2024 - Issue 7
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Research Article

Wellness tourism experience and destination brand love

Sung in Kima School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong KongORCID Iconhttps://orcid.org/0000-0002-4479-2842View further author information
ORCID Icon,
Amr Al-Ansib Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macao, Taipa, ChinaORCID Iconhttps://orcid.org/0000-0001-8021-6749View further author information
ORCID Icon,
Jin-Soo Leea School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong KongORCID Iconhttps://orcid.org/0000-0001-8899-4043View further author information
ORCID Icon,
Bee-Lia Chuac Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, Serdang, Selangor, MalaysiaORCID Iconhttps://orcid.org/0000-0001-5268-2988View further author information
ORCID Icon,
Chayanon Phucharoend Faculty of Hospitality and Tourism, Prince of Songkla University, Kathu, Phuket, ThailandCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-0565-7389View further author information
ORCID Icon &
Heesup Hane College of Hospitality and Tourism Management, Sejong University, Seoul, Gwanjin-Gu, South KoreaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-6356-3001View further author information
ORCID Icon
Pages 988-1004 | Received 21 Mar 2024, Accepted 07 Jun 2024, Published online: 01 Jul 2024
 
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ABSTRACT

This study assessed various aspects of the wellness tourism experience in Thailand. A survey was conducted with a sample of 420 Chinese tourists. The findings revealed significant and insignificant effects of the wellness tourism experience on the development of destination brand love. Additionally, it confirmed that barriers and destination familiarity play a vital role in shaping tourists’ responses and strengthening their affinity towards the destination brand. The results highlight tourists’ focus on comprehensive experiences rather than external dynamics like weather. This study suggests collaboration among stakeholders to enrich the overall travel experience and prioritize the emotional wellbeing of tourists.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research project was supported by Office of the Ministry of Higher Education, Science, Research and Innovation under the Reinventing University System/Visiting Professor Program.

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