{'fraction_non_alphanumeric': 0.014334470989761093, 'fraction_numerical': 0.004095563139931741, 'mean_word_length': 6.186274509803922, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Immersive Experience for Thailand Wellness Tourism

Immersive tourism experience provides travelers with the unique experience of the destination enhancing onsite experience and anchoring both travelers and destinations in particular travel activities. While wellness tourism has gained its popularity, thus, the previous research on a theoretically integrated immersive effect regarding experience economy’s theory in tourism literature concerning four dimensions; educational, esthetic and entertainment, and escapist has not previously validated within the context of Thailand Wellness Tourism. To address this gap, this study develops a conceptually comprehensive model on the expected wellness tourism experience of travelers with the moderating role of immersion within the context of Thailand. The descriptive statistic of the entire data set from 446 survey respondents was tested along with the Confirmatory Factor Analysis (CFA). In previous tourism studies, Escapist Experience dimension has been considered as the most tourism engaging factor. Thus, the finding of this research validates that regarding immersive experience in Thailand wellness tourism context, Esthetic and Entertainment Experience dimensions accounted for the most variance with and indicator value of 0.99 respectively. Recommendations for planning of effective immersive wellness tourism experience concerning four experience economy’ theory will be investigated in future studies.