ABSTRACT The surging popularity of wellness tourism, driven by the pursuit of health and well‐being through psychological, physical, or spiritual activities, has become increasingly evident globally. The research aims to (1) map the heterogeneous preference structures within wellness tourism entities, (2) determine key drivers of tourists' wellness entity choice and (3) provide actionable insights for industry stakeholders. This study employs a latent class model, integrated with the Kano model, to investigate how tourists perceive and prioritise wellness tourism entities, as well as the class‐specific wellness products' allocation. The findings identify tourists' preferences and choices regarding various attributes, culminating in identifying five distinct tourist segments, each characterised by unique preference patterns. The study expands the theoretical understanding of choice analysis in the context of wellness tourism and pioneers the exploration in the wellness entity field. Furthermore, it offers practical guidance for stakeholders, facilitating informed decisions related to product design and strategic planning.
Xu et al. (2026) studied this question.
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