Abstract
ABSTRACT This study aims to segment the wellness tourism market based on travel motivations among international tourists visiting Phuket during the post-COVID-19 from December 2022 to January 2023. A total of 464 usable questionnaires were collected from international tourists who had engaged in wellness activities during their stay in Phuket. The study employs factor analysis to identify six key motivational factors, namely “Healthy Diet, Mindfulness and Learning about Wellness,” “Movement and Fitness,” “Rest & Relaxation,” “Escape and Mental Healing,” “Socialisation,” and “Outdoor Activities.” Subsequently, cluster analysis reveals three distinct clusters: “Serene Retreat Seekers,” “ Wellness Enthusiasts,” and “Connectivity Enthusiasts.” Sociodemographic profiling reveals variations in gender, regions, age, length of stay, travel party, and monthly income among the clusters. These findings not only enrich the theoretical landscape of wellness tourism by offering insights into the diverse motivations and profiles of wellness tourists but also bear practical significance for destination management. They pave the way for targeted marketing strategies, the creation of personalised experiences, and the formulation of sustainable growth plans within the wellness tourism sector.
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