Profiling The Motivations of Wellness Tourists Through Hotels Services and Travel Characteristics

Recently, wellness tourism has grown motivated with the goals of improving physical, emotional and mental health and well-being. This research examined the classification of wellness tourists' motivation profiles through hotel services, sociodemographics, and travel characteristics. Using cluster analysis, we found two clusters associated with motivations: Holistic wellness and self-transformation. Moreover, the implications for the policymakers are presented to develop wellness programs on all the dimensions of physical and mental levels. This research suffers from limitations: lack of a sample size of 303 tourists. Future research can extend to collecting more data from different groups of participants.