An Analysis of International Tourists’ Push and Pull Motivation Factors in Wellness Tourism A Case Study of Phuket

Abstract

          The aims of this research were 1) to investigate the demographic profile of international tourists traveling for wellness tourism in Phuket, 2) to study factors influencing international tourists’ push and pull motivation for traveling wellness tourism in Phuket, and 3) to compare the different between demographic variables and push and pull motivation for traveling wellness tourism in Phuket. This study utilized a quantitative research approach by surveying 400 convenience samples from the international tourists traveling in wellness tourism in Phuket. The data analysis involved descriptive statistics.

            The result revealed that 1) most international tourists traveling for wellness tourism in Phuket were male, aged 25–39 years, with married status, no religion, European nationality, a master's degree or higher, an employee, and an average monthly income of 2,501–3,500 US dollars. 2) The main push factor was relaxation and escape; the main pull factor was price. And 3) the different demographic factors (gender, age, status, religion, occupation, and monthly income) affected the push and pull motivation of the international tourists traveling for wellness tourism in Phuket differently. However, the tourists with different nationalities and education levels had no different opinions on the motivation of the international tourists traveling to promote wellness tourism in Phuket. These research findings can provide valuable insights for enhancing product development, wellness tourism services, staff training, and implementing effective marketing strategies to support the future of wellness tourism in Phuket