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Thai wellness tourism and quality: comparison between Chinese and American visitors' behaviors
- Issue Date
- Apr-2020
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Thailand inbound tourism; quality of wellness spa tourism; product quality; service encounter quality; physical environment quality; destination price; brand love; intention to revisit; intention to recommend; China and US travelers
- Citation
- ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, v.25, no.4, pp.424 - 440
- Journal Title
- ASIA PACIFIC JOURNAL OF TOURISM RESEARCH
- Volume
- 25
- Number
- 4
- Start Page
- 424
- End Page
- 440
- ISSN
- 1094-1665
- Abstract
- The present study aimed to delineate overseas travelers' behavioral intention formation for revisiting and recommending Thailand for wellness spa tourism. In addition, cross-cultural differences were examined between Chinese and US travelers. Our results successfully built a sturdy framework linking the second-order structure of wellness spa quality, price perception, brand loves, and behavioral intentions in sequence. Moreover, this research successfully deepened their behavioral intention generation process by adding the significant moderating impact of culture (Chinese and US travelers). Our findings help Thailand destination marketers improve its destination competitiveness using wellness spa tourism as a tool.
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Collections - 사회과학대학 > 관광경영학과 > 1. Journal Articles
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Related Researcher
- Kim, Wansoo
- Social Sciences (Department of Tourism Management)