A Structural Model of Perceived Service Quality, Wellness Tourism Experience, and Destination Loyalty Among International Tourists in Phuket
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Abstract
This research aims to examine the influence of facilities, programs, staff, and uniqueness factors of health spas on perceived quality, tourism experience, and destination loyalty among international tourists visiting Phuket Province. The study employed a quantitative research methodology, collecting data from 281 international tourists using two-stage sampling method and analyzing the data through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that program and uniqueness factors had a statistically significant positive influence on overall perceived quality, while facilities and staff factors did not have a statistically significant influence on overall perceived quality. Overall perceived quality had a statistically significant positive influence on both destination loyalty and tourism experience. Tourism experience had a statistically significant positive influence on destination loyalty. Furthermore, tourism experience served as a partial mediating variable in the relationship between overall perceived quality and destination loyalty. The study provides theoretical contributions to expanding knowledge in health tourism marketing and practical recommendations for spa operators to enhance service quality and build tourist loyalty.
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