Adventure-wellness tourism development model through self-actualization

Abstract

This study aims to fulfill the existing gap in the literature by examining the adventure-wellness tourism development model through self-actualization. In the present, adventure-wellness tourism in Thailand is less developed for both domestic and international tourists (Kongtaveesawas, Prasarnphanich, Sinthupinyo, & Ashton, 2022). Mixed methods research of both quantitative and qualitative techniques was employed to collect and analyze data. To achieve the research aim, three objectives of this study have been raised: first objective; ‘to understand tourist’s perception towards participating adventure tourism activity and how to improve their levels of satisfaction, Eudaimonic experience through self-actualization.; ‘to study how adventure-wellness activity, tourist perception, tourist satisfaction, eudaimonic experience are influenced to self-actualization. Third objective; ‘to develop a model for adventure-wellness tourism activity development through self-actualization. CFA (Confirmatory Factor Analysis) and SEM (Structure Equation Model) analysis techniques were used to analysis data for quantitative approach. While a content analysis was performed for qualitative approach with a total of participants (40 participants), interviewed from tourists who had experienced and participated any adventure-wellness activity; for quantitative study, a total of 290 surveys were received from domestic tourists who had experienced in adventure-wellness tourism activity. It was found that, the findings of the hypotheses test revealed a positive influenced between adventure-wellness activity, adventure tourist perception, tourist satisfaction, Eudaimonic experience and self-actualization. This study’s findings propose adventure-wellness tourism development model through self-actualization. There are three stages of adventure-wellness model development through self-actualization: first stage; satisfaction (hedonic) is comprised of-worth (time, money and effort), beyond expectation, self-improvement, life-fulfillment; medium stage, it is called as Eudaimonic stage, comprised of self-acceptance, purpose in life, autonomy, environmental mastery, positive relationship, personal growth; higher stage, this stage is called as self-actualization stage, comprised of self-transcendence, self-achievement, cognitive and aesthetic. The study findings propose the theoretical, practical, and managerial contributions. Governments should particularly embrace this concept as a framework and give priority to the revitalization of the tourism industry. Emphasizing a lifestyle that promotes well-being, sustainability, and equitable treatment of both tourists and residents is of its importance. It is recommended that policymakers in all countries include these components into their tourism planning and development efforts. This includes emphasizing the concept of adventure tourism and creating destinations and products that cater to the well-being of tourists. Future study should focus on exploring methods to produce impactful and lasting experiences, as well as strategies to enhance destination management especially, adventure tourism destinations.