Wellness Travel Motivation and Behavior during COVID-19 A Case Study of Phuket

Abstract

Changes in travel behavior and motivations during COVID-19 had a major impact on wellness tourism destinations to redesign their product to satisfy wellness travelers’ needs. The study aimed to explore the wellness tourist’s behavior and their travel motivations and to investigate the impact of demographic characteristics on wellness motivations. Quantitative research methods were applied by self-completed questionnaires distributed in public and entertaining areas around Phuket Island, Thailand. Convenience sampling method was used. 464 questionnaires were identified to be useful and then analyzed by using SPSS. This study found that most international wellness tourists stay in Phuket for 1-2 weeks and 1-2 months, traveling alone or with family. The main travel purpose was for leisure. The most popular sources of information were tourism websites and online social media such as Facebook, YouTube and Instagram. International wellness tourists preferred to use many wellness treatments, but the most popular wellness treatments were body and facial beauty treatments. There were six push motivational factors which include healthy diet and meditation, movement and fitness, self-care, rest and relaxation, socialization, learning about wellness and four pull motivations which include safety and access, variety and quality of wellness treatments, pricing and reputation, and climate and attractiveness. Socialization and safety and access were found to be influential while selecting the destination. This study also found that sociodemographic characteristics in terms of regions, gender, age and travel purposes have a significant impact on wellness tourist’s motivations.