¹Ha NGUYEN-VAN, ²Anh LE-HAI, ³Anh PHUNG TRAN-MINH, ⁴Chuyen NGUYEN-VAN, ⁵Mai NGUYEN NGOC-QUYNH, ⁶Linh TRAN-PHUONG

¹Faculty of Business Administration, Banking Academy of Vietnam, Ha Noi, VietNam

^2,3,4,5,6Banking Academy of Vietnam, Ha Noi, VietNam

DOI : https://doi.org/10.58806/ijsshmr.2024.v3i6n01

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ABSTRACT

The research clearly defines the concept of "wellness tourism" and introduces the concepts of "service experience," "perceived value," "experiential satisfaction," and "quality of life" of tourists to illustrate the current situation of tourism in Vietnam and establish a foundation for the development of wellness tourism. Through a survey of 503 domestic and international tourists, the authors demonstrate the positive impact of factors such as "personal experience" and "value motivation" on "customer satisfaction" and "improvement in quality of life" among participants in wellness tourism experiences. Furthermore, the study reveals that the majority of Vietnamese people are highly interested in and desire to improve both their physical and mental health, as domestic tourists tend to spend more and dedicate more time to wellness tourism compared to international tourists. Based on the research findings, the authors provide specific recommendations and solutions for tour operators offering wellness tourism services in Vietnam, as well as for the government in general, aiming to enhance the tourist experience and further develop this promising tourism sector in Vietnam in the future.

KEYWORDS:

wellness tourism, personal experience, value motivation, customer satisfaction, improvement in quality of life.

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VOlUME 03 ISSUE 06 JUNE 2024