Senior Tourists Revisit Intention in Emerging Wellness Tourism Market: Evidence from Thailand

Purpose: This study examines determinants of revisit intentions among senior tourists in wellness tourism destinations, focusing on relationships between push-pull motivations, service quality, perceived value, and tourist satisfaction. Research design, data and methodology: A quantitative survey was conducted with 308 senior tourists aged 60 and above visiting wellness attractions in Nakhon Ratchasima Province, Thailand, an emerging wellness tourism market. Data were analyzed using Structural Equation Modeling with multi-group analysis to examine the moderating effects of demographic variables. Results: Results reveal that perceived value significantly influences tourist satisfaction (β = 0.98, p < 0.01), which strongly predicts revisit intention (β = 0.94, p < 0.01). Service quality influences satisfaction indirectly through perceived value (β = 0.74, p < 0.01). Pull motivations directly affect satisfaction (β = 0.15, p < 0.05), while push motivations show no significant direct effect. The model explains 88% of the variance in revisit intention. Gender moderates the satisfaction-revisit intention relationship, with stronger effects among male tourists. Conclusions: Tourism operators should prioritize service quality enhancement and value creation strategies, while policymakers should develop targeted marketing campaigns emphasizing health benefits and natural attractions for senior wellness tourists. This research provides empirical evidence on senior tourist behavior in Southeast Asian emerging wellness markets, contributing to the literature on demographic-specific tourism patterns.