An Investigation of the Key Attributes of Korean Wellness Tourism Customers Based on Online Reviews

Author:

Riswanto Aura Lydia1,Kim Hak-Seon23ORCID

Affiliation:

1. Department of Global Business, Kyungsung University, Busan 48434, Republic of Korea

2. School of Hospitality & Tourism Management, Kyungsung University, Busan 48434, Republic of Korea

3. Wellness & Tourism Big Data Research Institute, Kyungsung University, Busan 48434, Republic of Korea

Abstract

With its fast-growing trend, wellness tourism is transforming the client base and service and product offerings, and it is attracting new suppliers. The purpose of understanding the customer experience as portrayed in online reviews is to sustainably maintain customer loyalty and satisfaction. The objective of this research is to identify the critical attributes and their structural relationships to Korean wellness tourism. The study analyzed 24,060 Google-based customer reviews on 11 wellness tourism destinations in South Korea. Following the calculation of word frequencies in a matrix, UCINET 6.0 was utilized to analyze the centrality of the network and perform a CONCOR analysis. Based on the findings of the CONCOR analysis, the review data were sorted into four distinct categories. Following the quantitative analysis led to the identification of six variables that were grouped together through exploratory factor analysis.: wellness, tangible, value, F&B, purpose, and service. Whereas value, F&B, and service negatively affected the satisfaction of guests, the study also revealed that wellness, tangible, and purpose all had positive impacts and contributed to increased trust among wellness tourism customers. In terms of managerial implication, the results will enable wellness tourism destination managers to focus more on improving the factors of value, food, and service.

Funder

the Ministry of Education of the Republic of Korea

the National Research Foundation of Korea

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Reference84 articles.

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