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August 19, 2026Journal of Hospitality and Tourism Insights

Creating tourist citizens: the interplay of wellness motivations, trust, and satisfaction in Thailand's wellness tourism

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Authors

PPPrakobsiri PakdeepinitCPChanchai PommiTKTanyatip Kharuhayothin

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Overview

Survey study reveals wellness motivations promote trust and satisfaction in international tourists, highlighting that fulfilling wellness goals drives voluntary citizenship behaviors.

Key Points

  • To examine the structural pathways connecting wellness tourism motivations to trust, satisfaction, and subsequent tourist citizenship behaviors.
  • Administered paper-based questionnaires to N=400 international tourists utilizing wellness tourism services in Thailand.
  • Evaluated hypothesized direct and indirect relationships using partial least squares structural equation modeling (PLS-SEM).
  • Wellness tourism motivations exerted a statistically significant positive influence on visitor trust and satisfaction.
  • Both trust and satisfaction significantly enhanced tourist citizenship behaviors, including providing recommendations, helping others, demonstrating tolerance, and offering constructive feedback.

Cite This Study

Pakdeepinit et al. (2026) studied this question.

synapsesocial.com/papers/6a85642503308d306e2d7b2dhttps://doi.org/10.1108/jhti-01-2026-0068
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Also Consider

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  4. 4Understanding the Interplay between Wellness Motivation, Engagement, Satisfaction, and Destination Loyalty2024 · 17 citations
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