Clustering of Health and Wellness Tourists Based on Tourism Motivation

Tao Ting,Lu Changtai,Li Changyu,Zheng Zhiping,Cai Kexin,He Linjun,K.H.M Mansur,Y Fu

doi:10.1051/e3sconf/202125103008

Abstract

In this paper, exploratory factor analysis, cluster analysis and other methods are used to study the health and wellness tourists based on tourism motivation, the results showed that: (1) the motivation of health and wellness tourism can be divided into three push motives: knowledge and experience, social and health, exploration and reflection; three pull motives: food and cultural activities, supporting facilities and information, natural and interpersonal environment. (2) According to the motivation, there are four types of tourists: seeking knowledge and health and wellness, facility service and environmental experience, exploration and reflection, and nearby travel. (3) There are significant differences among the four different types of health and wellness tourists in age, education level, occupation and monthly income.

Highlights

As a new way of travel and life style, health and wellness tourism has been developing rapidly in practice and has attracted the attention of academic circles
The preliminary questionnaire was designed according to the tourism motivation scale in the existing research, and the preliminary questionnaire was revised in combination with the research group's interview materials and expert suggestions on health and wellness tourists in the health and wellness leisure tourism resort of Tianfu Qingcheng in Dujiangyan to form the initial health and wellness tourism motivation scale[12]
To understand tourists for four types of population characteristics, according to the clustering analysis results on the statistical analysis, and chi-square test, the results showed that in addition to gender, all kinds of tourists in age, culture level, occupation and average monthly income were with significant difference, specific analysis is as follows (*** significance level is less than 0.001)

Summary

Introduction

As a new way of travel and life style, health and wellness tourism has been developing rapidly in practice and has attracted the attention of academic circles. According to "National Health and Wellness Tourism Demonstration Base Standard" (LB/T 051-2016), Health and Wellness Tourism refers to the sum of all kinds of tourism activities that make people reach a good state of natural harmony in body, mind and spirit through various means such as nourishing the body, nourishing the diet, cultivating the mind and caring for the environment[1]. The research results of health and wellness tourism at home and abroad show great differences. Related studies are mostly carried out abroad with health and wellness tourism destinations as cases[2]. The relationship among the variables such as health and wellness tourists' satisfaction, tourists' emotional response, overall destination image and behavioral intention was studied[3]. There is a large gap in theoretical framework and empirical research[8]

Methods

Findings

Discussion

Conclusion