MEMORABLE WELLNESS TOURISM EXPERIENCES, SATISFACTION, AND SUBJECTIVE WELL-BEING AMONG ENTREPRENEURIAL TRAVELER: A CONCEPTUAL FRAMEWORK AND RESEARCH AGENDA
DOI:
https://doi.org/10.35631/JTHEM.1143004Keywords:
Entrepreneurial Traveler, Memorable Tourism Experiences (MTE), Memorable Wellness Tourism Experience, Traditional Malay Medicine, Well-BeingAbstract
Wellness tourism has gained increasing scholarly attention for its potential to enhance travelers’ satisfaction and subjective well-being. Nevertheless, limited research has examined how memorable wellness tourism experiences (MWTE) influence these outcomes among entrepreneurial travelers, particularly within emerging wellness tourism contexts such as Malaysia. This paper proposes a conceptual framework that integrates MWTE, satisfaction, and subjective well-being, focusing on Traditional Malay Medicine (TMM), including massage therapies, postnatal care, and herbal treatments. In addition, a research agenda is outlined to guide future empirical investigations, including methodological considerations and potential measurement approaches such as Partial Least Squares Structural Equation Modeling (PLS-SEM). By synthesizing existing literature and contextualizing wellness tourism within Malaysia, this paper contributes to theory development and offers strategic insights for policymakers, wellness tourism providers, and destination managers aiming to strengthen Malaysia’s position as a competitive and sustainable wellness tourism destination.
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