The influence of perceived value and motivation on health tourism intention among Middle Eastern tourists in Thailand
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Abstract
The purpose of this research is to investigate the influence of perceived value and motivation on Middle Eastern visitors' intentions to engage in wellness tourism in Thailand, with attitude serving as a mediating variable. This study utilizes a quantitative technique, gathering data from 400 visitors using a questionnaire designed and tested by statistical standards. Data was analyzed using Structural Equation Modeling (SEM).
The results reveal that perceived value variable had an average score of 3.11. The tourists' motivation variable had an average score of 3.65. The attitude of tourist’s variable had an average score of 3.78, and the travel intention of Middle Eastern tourists had an average score of 3.57 and reveal that perceived value and motivation have an immediate and significant effect on attitudes and intentions to engage in wellness tourism in Thailand. Furthermore, attitude has a direct influence on travel intention. The developed model explains 46% of the variance in tourism intention. This study emphasizes the significance of psychological elements in encouraging travel decisions for wellness tourism among Middle Eastern visitors. In the fast-rising wellness tourism sector, improving perceived value, generating motivation, and building good attitudes about the destination are critical for increasing Thailand's competitiveness in the global wellness tourism market.
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