Intention to Visit Wellness Tourism in Thailand

Chapter Two: Review of the Literature

Chapter introduction

This chapter provides a general definition of wellness tourism and the underlying concept that is involved. In addition, the typology of wellness tourism is followed by an examination concerning how this kind of tourism contributes to the global economy. This examination is followed by an analysis of current wellness tourism in Thailand as well as its potential for the future. Finally, an assessment of the future potential of wellness tourism for Thailand is followed by a summary of the research and key findings.

Wellness tourism definition and concept

While there is no universally agreed-upon definition for wellness tourism, the following provide some definitional clarity concerning the concept:

The Global Wellness Institute defines wellness tourism as travel associated with the pursuit of maintaining or enhancing ones personal wellbeing (Wellness tourism, 2021, para. 3).

DRI International defines wellness tourism as all travel associated with the pursuit of maintaining or enhancing ones personal wellbeing (What is wellness tourism?, 2021, para. 2).

Wellness tourism is travel for the purpose of promoting health and well-being through physical, psychological, or spiritual activities (Definition of wellness tourism, 2021, para. 2).

The common denominator of the foregoing definitions of wellness tourism includes the primary intended purpose of maintaining and/or improving individual health and well-being, but it is important to point out that wellness tourism and medical tourism are not synonymous, although they share certain characteristics. In this regard, one authority emphasizes that, Wellness tourism should not be confused with medical tourism. Wellness tourists travel to improve or maintain their health and quality of life, whereas medical tourists travel to receive treatment for a diagnosed condition (What is wellness tourism?, 2021, para. 6).

Some of the specific factors that distinguish medical tourism from wellness tourism include those set forth in Table 1 below.

Table 1

Differences between medical tourism and wellness tourism

Medical tourism: Reactive

Wellness tourism: Proactive

Travel to receive treatment for a diagnosed disease, ailment, or condition, or to seek enhancement.

Travel to maintain, manage, or improve health and wellbeing.

Motivated by the desire for the lower costs of care, higher quality of care, better access to care, and/or care not available at home.

Motivated by the desire for healthy living, disease prevention, stress reduction, management of poor lifestyle habits, and/or authentic experiences.

Activities are reactive to illnesses, medically necessary, invasive, and/or overseen by a physician.

Activities are proactive, voluntary, non-invasive, and non-medical in nature.

Source: Wellness tourism, 2021 at https://globalwellnessinstitute.org/what-is-wellness/what-is-wellness-tourism/

In other words, wellness tourism may or may not involve convalescing from a medical condition, but the primary focus of wellness tourism is on maintaining and improving individual health and wellbeing which includes people who are not suffering from a medical disorder but rather want to improve their quality of life at present and in the future (Malyshev, Khodasevich, Maznichenko et al., 2016).

Although the concept of wellness tourism is becoming more widely known today, its origins in both Eastern and Western medicine actually date to antiquity when people increasingly recognized the importance of rest and relaxation in an appropriate venue to facilitate the healing process or to maintain and promote individual wellbeing (Stara & Charvat, 2019). In fact, the origins of the wellness concept predate human history, but the formal notion of performing various absolutions and physical activities has been traced to both the ancient Greek and Roman civilizations (A Brief History of Wellness, 2005). For example, according to Rubinstein (2020), Despite its new visibility, the idea of travelling with the express purpose of improving well-being is by no means novel. Think back to the pilgrimages taken to the Dead Sea, ancient baths in Rome and natural hot springs across...

…Thailand, 2019). Moreover, Chiang Mais Ayurvedic Center has been in full-time operation since 1999, making it one of the first movers in the Thai wellness tourism sector (About us, 2021).

Finally, it is also important to note that because the Thai travel and tourism industry is already mature, it is reasonable to posit that existing resort destinations across the country will recognize the potential and begin incorporating wellness tourism features into their own offerings in the foreseeable future as the growth of this sector continues to attract new health-conscious consumers.

Chapter summary

This chapter provided a definition of wellness tourism and an overview of the key concept involved in maintaining and promoting health and wellbeing. The chapter also provided a description of the typology of wellness tourism as well an analysis concerning the contribution of the wellness tourism industry to the global economy. Although the research showed that Thailands travel and tourism industry has suffered a major setback due to the ongoing Covid-19 pandemic, the research was also consistent in showing that this country in particular is well situated to take advantage of the continuing growth in the wellness tourism industry as the post-pandemic era nears. While it is too soon to predict the outcome of this ongoing, once-in-a-century disaster on wellness tourism, it is reasonable to conclude that growing numbers of consumers, faced with surviving the pandemic and numerous other existential threats, will readily embrace any strategy that helps them live longer and better lives. Finally, the chapter provided an assessment concerning the current wellness tourism in Thailand followed by a discussion concerning its potential for the future.

References

About us. (2021). Ayurvedic Center. Retrieved from http://www.detox-chiangmai.com/ about_us.php.

A Brief History of Wellness. (2005). Electronic Ardell Wellness Report (E-AWR), 312, 2.

A (Very) Brief History of Wellness. (2000). Electronic Ardell Wellness Report (E-AWR), 2.

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