Abstract
Wellness tourism is a dramatically growing field of the global tourism industry. People have started to pay more attention to wellness tourism for improving their physical, mental, and psychological health with the COVID-19 crisis. However, there is little research on wellness tourism, particularly using marine and coastal tourism resources. Therefore, this study investigates the visitor characteristics, preferences, and satisfaction of wellness marine and coastal tourism and examines the effects of several factors (e.g., socio-demographics, wellness tourism services, facilities, and products) on wellness tourism satisfaction. We utilized the secondary data collected from 286 wellness tourists from October 18th to November 30th, 2019. Data analysis methods include data coding, data cleaning, descriptive analysis, and hierarchical regression analysis using SPSS statistical package program. Findings show that the factors such as accessibility, service convenience, and professional wellness service/program, product differentiation have a significant impact on wellness tourism satisfaction. Based on the findings, significant policies and implications for wellness marine and coastal tourism development are discussed.
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