การท่องเที่ยวแบบหรูหรา: แนวโน้ม พฤติกรรม และความยั่งยืนในยุคปัจจุบัน  - การศึกษาเชิงวรรณกรรม

Thanyakarn Jumpangern; Watsida Boonyanmethaporn

Authors

Thanyakarn Jumpangern Graduate School of Tourism Management, National Institute of Development Administration
Watsida Boonyanmethaporn Graduate School of Tourism Management, National Institute of Development Administration

Keywords:

Luxury Tourism, Experience, Luxury Travelers, Sustainability, Product and Service Development

Abstract

Luxury tourism is one of the fastest-growing industries and plays a significant role in the global economy, particularly in the modern era shaped by the impact of the COVID-19 pandemic. This global event has significantly altered traveler behavior and expectations. Tourists in this segment seek elevated, exclusive, and personalized experiences that distinguish luxury tourism from conventional travel, especially in terms of service quality, uniqueness, and customization. This literature-based study aims to analyze key concepts related to luxury tourism, including the distinctive characteristics of luxury travelers, their behaviors and trends across regions, and the application of Maslow’s hierarchy of needs to luxury travel experiences. It also explores the defining features that set luxury tourism apart and drive its continued growth. Furthermore, the study examines the increasing emphasis on sustainability and the role of technology in shaping industry to align with changing consumer demands. The objective of this article is to propose a conceptual framework and strategic recommendations that can be applied in both academic and practical contexts—particularly in the development of luxury tourism products, services, and policies that are responsive to the contemporary global landscape, while also offering insights for effective marketing strategies in an increasingly competitive market.

References

Amadeus. (2021). Shaping the Future of Luxury Travel Future Traveller Tribes 2030. [Online].

Retrieved July 23, 2024 from: https://amadeus.com/

Batat, W. (2019). Digital luxury: Transforming brands and consumer experiences. Sage Publications.

Casillo, M., Colace, F., Lemma, S., Lombardi, M., and Pascale, F. (2017). A Tailor made System for providing Personalized Services. In SEKE (pp. 495-500).

Chulaphan, P. (2025). Thailand’s luxury tourism surges to 77 billion THB: Revamping the nation into a luxury brand. [Online]. Retrieved February 28, 2025, from:

https://www.bangkokbiznews.com/business/business/1160378. (in Thai)

Iloranta, R., and Komppula, R. (2022). Service providers’ perspective on the luxury tourist

experience as a product. Scandinavian Journal of Hospitality and Tourism, 22(1), 39-57.

Khongharn, R., Prompanit, P., and Intuition, P. (2017). Driving luxury tourism. Thai Journal of

Hospitality and Tourism, 12(2), 94–104. (in Thai)

Kieran C. (2021). The 5 C’s: A New Definition Of Luxury Travel. [Online]. Retrieved July 30, 2024 from: https://www.travelbite.co.uk/the-5-cs-a-new-definition-of-luxury-travel/

Kunz, J., May, S., and Schmidt, H. J. (2020). Sustainable luxury: Current status and perspectives for future research. Business Research, 13, 541-601.

Li, J., Coca‐Stefaniak, J. A., Nguyen, T. H. H., and Morrison, A. M. (2024). Sustainable tourist behavior: A systematic literature review and research agenda. Sustainable Development, 32(4), 3356-3374.

Liu, Z. J., Yildirim, P., and Zhang, Z. J. (2024). Less is more: A theory of minimalist luxury. Journal of Economics and Management Strategy, 33(1), 78-110.

Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.

O’Neil S. (2021). How Luxury Travel Is Leading the Recovery: A Skift Deep Dive. [Online]. Retrieved July 23, 2024 from https://skift.com/2021/04/28/how-luxury-travel-is-leading-the-recovery/

Page, S. J. (2019). Tourism Management: An Introduction. 2nd ed. Routledge.

Pattanaphokinsakul, K., Sunsun, N., and Sungthong, S. (2023). Enhancing the value of luxury tourism to improve travel experiences. Journal of Arts Management, 7(4), 1663–1683. (in Thai)

Pine, B. J., and Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.

Samoephuean, J. (2022). Virtual reality: Future technology for Thailand’s tourism and hospitality industries. Journal of Management Science, Nakhon Ratchasima Rajabhat University, 1(2), 90–98. (in Thai)

Sukarat, N., Kongmanee, S., Moolpia, S., and Phichitranon, P. (2024). Thai tourists' behavior toward the Tai Dam cultural village, Khao Kaew Subdistrict, Chiang Khan District, Loei Province. Journal of Community-Based Tourism Research, 1(1), 15–29. (in Thai)

Thanatrakul, N. (2021). Small yet mighty: ‘room2 Chiswick’, the world’s first net-zero hotel. [Online]. Retrieved January 30, 2025, from http://creativethailand.org/article-read?article_id=33349. (in Thai)

Thirumaran, K., Eijdenberg, E. L., and Wong, C. (2023). A scoping review of luxury yachting and wellness: study trends and research prospects. Worldwide Hospitality and Tourism Themes, 15(4), 371-385.

Thopson, S. (2021). Luxury Tourism After COVID: New Client Profile and Favorite Destinations. [Online]. Retrieved August 7, 2025 from: https://www.tourism-review.com/luxury-tourism-will-quickly-recover-news11953.

Tourism Authority of Thailand. (2018). Olá Brasil: A market study of emerging international

tourists – Brazil. [Online]. Retrieved July 23, 2024, from: https://tatreviewmagazine. com/article/the-project-to-study-tourism-in-emerging-markets-brazil/. (in Thai)

Tourism Authority of Thailand. (2019). Who? Where? What? When? Why? Potential tourist segments. [Online]. Retrieved July 10, 2024, from: https://tatreviewmagazine.com/ article/who-where-what-when-why-2019/. (in Thai)

Tourism Authority of Thailand. (2025). Tourism market promotion strategy presentation for 2025. [Online]. Retrieved January 30, 2025, from https://tatreviewmagazine.com/article/thailand-tourism-trends-2025/. (in Thai)

Travel and Tour World. (2024). Luxury travel market set for explosive growth: Projected to hit 1.65 trillion USD by 2031. [Online]. Retrieved February 28, 2025, from: https://www.travelandtourworld. co.th/news/article/luxury-travel-market-set-for-explosive-growth-projected-to-hit-1-65-trillion-by-2031/. (in Thai)

Tuangrattanaphan, C. (2024). Luxury + Experience Style Tourism. [Online]. Retrieved June 25, 2024, from: https://www.bangkokbiznews.com/blogs/business/business/1114969. (in Thai)

Wachaiyung, S., and Sunthayathon, S. (2022). The impact of 5As tourism components on travel decisions for senior sports tourism in Bangkok. Journal of Sport Science and Health, 23(2), 158–173.

Wirotchanrat, W. (2018). Luxury: Ni hao–Namaste. Exploring future tourism opportunities. [Online]. Retrieved July 23, 2024, from: https://www.prachachat.net/facebook-instant-article/news-117662. (in Thai)