Modeling Gender Differences in Satisfaction and Behavioral Intentions Among Wellness Tourists in Thailand: The Role of 7P Factors and Activity-Based Factors

Kestsirin Theerathitichaipa; Manlika Seefong; Pattarawadee Prasomsab; Panuwat Wisutwattanasak; Chinnakrit Banyong; Piyapong Suwanno; Nisa Dackuntod; Rattanaporn Kasemsri

From The Journal:

Engineered Science

Volume ,

Modeling Gender Differences in Satisfaction and Behavioral Intentions Among Wellness Tourists in Thailand: The Role of 7P Factors and Activity-Based Factors

Authors
Authors and affiliations

Kestsirin Theerathitichaipa, Manlika Seefong, Pattarawadee Prasomsab, Panuwat Wisutwattanasak, Chinnakrit Banyong, Piyapong Suwanno, Nisa Dackuntod and Rattanaporn Kasemsri

Kestsirin Theerathitichaipa^1,2

Manlika Seefong^3,2

Pattarawadee Prasomsab⁴

Panuwat Wisutwattanasak⁵

Chinnakrit Banyong⁶

Piyapong Suwanno⁷

Nisa Dackuntod⁸

Rattanaporn Kasemsri^{9, Email}

¹Faculty of Logistics and Digital Supply Chain, Naresuan University, Phitsanulok, 65000, Thailand
²ASEAN Logistics Academic Network, Naresuan University, Phitsanulok, 65000, Thailand
³Faculty of Industrial Technology, Pibulsongkram Rajabhat University, Phitsanulok, 65000, Thailand
⁴School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima, 30000, Thailand
⁵Institute of Research and Development, Suranaree University of Technology, Nakhon Ratchasima, 30000, Thailand
⁶School of Industrial and Logistics Management Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima, 30000, Thailand
⁷College of Industrial Technology and Management, Rajamangala University of Technology Srivijaya, Nakhon Si Thammarat, 80210, Thailand
⁸Suranaree University of Technology Hospital, Suranaree University of Technology, Nakhon Ratchasima, 30000, Thailand
⁹School of Civil Engineering, Institute of Engineering, Suranaree University of Technology, 111 Maha Witthayalai Road, Suranari, Mueang Nakhon Ratchasima, 30000, Thailand

Abstract

Wellness tourism is a rapidly growing field within medical and public health sciences. This study examines wellness tourism in Thailand by investigating the effects of service marketing factors (7P) and tourism activity factors on tourist satisfaction and behavioral intentions, with a focus on gender differences. Data were collected from 1,200 wellness tourists and analyzed using structural equation modeling (SEM) and multiple group analysis (MGA). The study integrates the 7P framework, Activity-Based Tourism Models, and behavioral intentions within a single model. The findings reveal gender-specific differences. Male tourists place the greatest emphasis on service process, whereas female tourists consider physical evidence the most important factor. Activity Effect and Activity Experience significantly influence male tourists’ satisfaction, while Activity Cost does not. In contrast, all three activity dimensions significantly and positively affect female tourists’ satisfaction. Satisfaction also significantly predicts behavioral intentions to use wellness services for both genders. Based on these findings, the study proposes strategic policy recommendations tailored to gender-specific preferences and expectations. The results offer valuable insights for policymakers and tourism and public health stakeholders, contributing to the competitiveness and sustainable development of Thailand’s wellness tourism industry.