Wellness Tourism Destination Development Strategy: Active Ageing Tourists Motivation

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Ann Suwaree Ashton


The aim of this study is to investigate the active ageing tourist intrinsic and extrinsic motivation toward a wellness tourism experience. Qualitative approach was employed using the in-depth interview technique for data collecting, and content analysis was used for analysing data. The findings revealed that individual passions and preferences are motivations for wellness travel. These motivations set force to drive the active ageing tourist, especially those of 50-plus years, to involve in the preferred activities for new meaningful experiences. The desired experiences from different levels of activities can also bring better health to their later lives. Results offer a new motivation model for wellness experience-based tourism with a view for further research and niche-marketing practices.

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