A newly published study in Humanities and Social Sciences Communications has unveiled a significant connection between an individual’s childhood socio-economic status and their likelihood of seeking out wellness tourism as adults. The research deploys advanced analytical methods to deepen our understanding of this emerging trend, offering insights that may inform how Thailand’s tourism industry strategises for a post-pandemic future and addresses wider issues of health equity.
The report, titled “Relationship between childhood socio-economic status and wellness tourism intention: a combined PLS-SEM and NCA methods” (nature.com), highlights the psychological and social factors that drive people to invest in travel experiences tailored for health and wellbeing. By leveraging both Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA), the study provides a robust framework to map out how early life experiences impact adult travel preferences.
The significance of these findings is particularly relevant for Thai readers and stakeholders in the Kingdom’s rapidly recovering tourism sector. As wellness tourism continues to grow—encompassing activities such as spa retreats, meditation workshops, holistic healing, and nature-based therapies—understanding who participates and why is crucial. According to recent government reports, Thailand consistently ranks as a top destination for wellness-seeking travelers, with traditional Thai massage, herbal medicine, and world-class health resorts drawing visitors from around the globe (tatnews.org).
The new research suggests that individuals who enjoyed higher socio-economic status (SES) in childhood are more likely to develop a sustained interest in wellness tourism later in life. This is attributed to greater exposure to health-promoting resources, investments in personal well-being, and the cultivation of values that prioritize mental and physical health from a young age. Conversely, those from less privileged backgrounds may not view wellness tourism as accessible or necessary, compounding health disparities as adults.
Thailand’s tourism experts are taking note of this trend. An official from the Tourism Authority of Thailand stated, “Targeting wellness tourists requires an understanding of both international and domestic consumer motivations, especially as Thais become more health-conscious post COVID-19.” This aligns with global research, which finds that early life circumstances leave a long-term imprint on adult behaviour and health attitudes (who.int).
Importantly, the reliance on sophisticated research methods like PLS-SEM and NCA strengthens the validity of these conclusions. PLS-SEM is a widely used statistical approach for modeling complex relationships involving latent constructs—such as wellness intention—while NCA complements this by detecting conditions that are necessary (though not always sufficient) for a particular outcome to occur (sciencedirect.com). This combination of methods allows for more nuanced analysis than traditional survey techniques.
For Thais, the implications of these findings are multifaceted. As wellness tourism rises among urban, middle, and upper-class consumers, there is a risk that access to its benefits becomes stratified. In cities like Bangkok and Chiang Mai, luxury spa resorts and health retreats are multiplying, yet costs remain prohibitive for many rural or working-class citizens. This dynamic is mirrored worldwide, where the wellness market caters most effectively to those with disposable income and early exposure to health-promoting lifestyles.
Thailand’s rich traditions in herbal medicine, meditation, and holistic healing offer opportunities for more inclusive wellness experiences. Educational programs, community health initiatives, and government-backed subsidies could help democratize access to high-quality wellness offerings. For example, local health stations, temple-based meditation retreats, and community-run herbal gardens have the potential to make wellness tourism part of everyday life, not just an elite pursuit (thaihealth.or.th).
Historically, Thai society values health as an integration of body, mind, and community—an ethos present in classical Thai medical texts and Buddhist teachings. However, the growing commercialization of wellness, partly driven by international tourism trends, risks detaching these practices from their cultural roots. Experts warn that unless deliberately managed, wellness tourism may reinforce existing inequalities rather than improve population health as a whole.
Looking ahead, researchers suggest that wellness tourism providers, policymakers, and educators consider the foundational role played by childhood socio-economic conditions. Efforts that foster health education and wellness awareness from an early age may level the playing field and spur broader participation in wellness activities later in life. As Thailand positions itself as a global wellness haven, inclusive policies will be vital in ensuring all Thais—regardless of upbringing—can access the benefits of both traditional and modern wellness practices.
For Thai readers seeking practical steps, experts recommend investing in preventive health from a young age, supporting local wellness initiatives, and advocating for policies that broaden access to health-promoting travel and experiences. Schools could incorporate holistic health education, while local tourism authorities might develop tiered pricing or community-based wellness programs. In the ongoing drive for economic growth and wellbeing, acknowledging childhood roots can help ensure that the promise of wellness tourism reaches all corners of Thai society.
Sources: nature.com, tatnews.org, who.int, sciencedirect.com, thaihealth.or.th