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DEVELOPING A COMPETITIVE MODEL FOR HEALTH AND WELL-BEING TOURISM DESTINATIONS IN THAILAND: CONFIRMATORY FACTOR ANALYSIS APPROACH

This study assesses the consistency of the structural components of a model for developing a competitive health and well-being destination as viewed by health and well-being tourism entrepreneurs in an emerging Thai market. The sample consisted of 216 health and well-being tourism entrepreneurs recruited by purposive sampling. A questionnaire formatted using a five-point Likert scale was used. The questionnaire’s Index of Item-Objective Congruence (IOC) varied from 0.60 to 1.00, and its reliability ranged from 0.711 to 0.938. Statistical analysis, frequencies, percentages, means, standard deviations, exploratory factor analysis and confirmatory factor analysis were utilised. The findings revealed the following seven model components: 1) health and well-being tourism resources and attractions, 2) infrastructure and facilities, 3) service design and development, 4) policy, planning and destination management, 5) knowledge management and learning organisation, 6) destination management and 7) innovative capacity. Governors, entrepreneurs, destination managers and stakeholders can use the discovered variables to evaluate a competitive health and well-being destination’s expected performance, strengths, weaknesses and development opportunities. Further, this research should enable continuing support through the critical variable factors.