Thai wellness tourism and quality: comparison between Chinese and American visitors’ behaviors

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.