Factors influencing generation Y'S intention to use outbound wellness tourism.

Abstract

This paper examines the factors influencing Thai generation Y to use outbound wellness tourism by investigating the factors and the quality of the factors toward the intention to use. The factors investigated include customer satisfaction, electronic word of mouth (eWOM), perceived risk, perceived benefit, health consciousness, and perceived expertise. The total of 400 respondents completed the survey by using google online survey platform. The respondents were divided into two groups, the ones who have traveled abroad and the ones who have not traveled abroad, to measure customer satisfaction. The ones who have traveled abroad were asked the questions on the customer satisfaction part. The reason for examining the generation Y is because the number of generation Y is the highest among other generations. The reason for studying wellness tourism sector is because the sector is growing over the years. The study does not only investigate the relationship and quality of the relationship of the factors by using the regression and reliability analysis, but it also uses T-test and ANOVA analysis. The results of these analysis will be useful for the readers to use the knowledge obtained from this study to develop or implement a marketing plan for wellness tourism industry.