Innovative Strategies in the Marketing Mix to Enhance Health and Wellness Tourism Satisfaction: A Case Study of Thailand’s Digital Competitive Edge
Keywords:
Health and Wellness Tourism, Marketing Mix (7Ps), Customer SatisfactionAbstract
This study examines the correlation between the marketing mix (7Ps) and consumer satisfaction within the health and wellness tourism sector, with an emphasis on Thailand as a worldwide frontrunner. Furthmore, this study also explores innovative strategies such as digital health integration, AI-driven personalization, and sustainable wellness solutions to enhance Thailand’s competitive advantage in the health tourism industry. Data from 400 respondents indicate that People, Place, and Product are the most influential aspects, although Process and Physical Evidence also considerably affect satisfaction. Despite Price's limited impact, effective Promotion via digital media amplifies engagement. The regression model accounts for 67% of the variance in satisfaction (R² = 0.67, p < 0.001). The results underscore the necessity for superior service quality, cultural integration, and digital innovation to enhance Thailand's competitive advantage and foster sustainable growth in health tourism. Subsequent study ought to investigate the impact of demographic factors and technology innovations on customer choices.
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