The role of oriental health and wellness tourism in enhancing sustainable development of destinations : a comparative study of Chengdu, China and Bangkok, Thailand metropolitan regions | |
| Author | Huiyang, Luo |
| Call Number | AIT Diss. no.DS-25-01 |
| Subject(s) | Medical tourism--Thailand--Bangkok Medical tourism--China--Chengdu Travel--Health aspects--Thailand--Bangkok Travel--Health aspects--China--Chengdu |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Development and Sustainability |
| Publisher | Asian Institute of Technology |
| Abstract | With the global and regional recovery of tourism, wellness tourism is poised for a strong rebound, spanning 11 sectors. China and Thailand have emerged as significant destinations for oriental health and wellness tourism (HWT), offering diverse wellness experiences. However, there is limited research on tourists' behavioral intentions toward oriental HWT and the associated development strategies. This study aims to comparatively assess tourists' behavioral intentions toward oriental HWT using the Theory of Planned Behavior (TPB) and Perceived Destination Image Theory (PDIT) in selected cases in Bangkok, Thailand and Chengdu, China, addressing the knowledge gap and providing insights for synergistic strategies between wellness tourism and sustainable regional tourism development. The study employs a mixed-methods approach, primarily using a case study framework with units of analysis focused on selected HWT cases.The key informant interviews aided in determining the indicators of constructs of pursuit of goal in HWT, while a questionnaire survey was conducted with multinational visitors. The data were analyzed using thematic analysis, descriptive statistics, Multiple Regression Analysis Strategic Choice Analysis and SWOT. The results reveal the finding of the components of the constructs and tourists' behavioral intentions in Bangkok, Thailand are significantly influenced by factors such as relaxation, stress alleviation, overall well-being improvement, access to information, quality of services, natural scenery, and cultural heritage. The diverse backgrounds of visitors highlight the importance of offering culturally rich experiences. In Chengdu, China, the market is primarily domestic, with natural scenery, social opinions, financial resources, and infrastructure playing critical roles in shaping tourists' intentions. The study demonstrates significant differences in the sources of tourists between the two locations. Both destinations emphasize that natural scenery is the primary driver of tourist behavioral intention at both destinations, with a growing trend toward health consciousness and effective practical services. The study reveals approaches to foster wellness tourism development in Bangkok and Chengdu including, eco-friendly tourism, cultural integration, infrastructure improvement and community-based initiatives, ensuring long-term economic and social benefits for the regions.This study contributes to HWT literature by examining multinational visitors’ behavioral intentions toward HWT destinations, emphasizing oriental well-being and traditional culture beyond medical perspectives. It develops and tests a practical model identifying key factors influencing visitor engagement, offering insights for destination management, marketing, and service development. The findings and recommendations outlined for sustainable HWT development in Bangkok and Chengdu regions can be translated into actionable strategies to address challenges, utilize strengths, and capitalize on opportunities, which provide strategic implications for similar contexts across Asia and beyond, supporting long-term sustainability and global competitiveness in the HWT regions. |
| Year | 2025 |
| Type | Dissertation |
| School | School of Environment, Resources, and Development |
| Department | Department of Development and Sustainability (DDS) |
| Academic Program/FoS | Development and Sustainability (DS) |
| Chairperson(s) | Vilas Nitivattananon;Jie, Du (Co-Chairperson) |
| Examination Committee(s) | Tsusaka, Takuji W.;Kamonkanok Kiatisakchai |
| Scholarship Donor(s) | AIT Scholarships |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2025 |