A new study in Humanities and Social Sciences Communications reveals a strong link between childhood socio-economic status (SES) and the likelihood of pursuing wellness tourism as adults. Using advanced analytics, the research provides a nuanced view of how early-life experiences influence travel choices related to health and well-being. For Thailand’s tourism sector, the findings offer guidance on how to rebuild post-pandemic growth with a focus on health equity.
According to the study’s framework, researchers combined Partial Least Squares Structural Equation Modeling (PLS-SEM) with Necessary Condition Analysis (NCA) to map how early SES translates into adult wellness tourism intentions. This dual approach strengthens confidence in the results, showing that early exposure to health-promoting resources can shape lifelong travel preferences. Thailand’s wellness market—featuring spa retreats, meditation programs, holistic therapies, and nature-based experiences—continues to attract global visitors. Thailand’s governing agencies consistently highlight the country as a leading wellness destination, with traditional Thai therapies and premium health facilities drawing travelers worldwide.
The research suggests that individuals who enjoyed higher SES in childhood are more likely to invest in wellness experiences later. Greater access to health resources during childhood, plus the habit of prioritizing personal well-being, appear to foster sustained interest in health-oriented travel. In contrast, those from less privileged backgrounds may perceive wellness tourism as less accessible, potentially widening health disparities as adults.
Thai tourism experts are actively weighing these insights. An official from the Tourism Authority of Thailand notes that understanding both international and domestic motivations is essential as Thais become more health-conscious in the post-COVID era. Global research echoes this view, indicating that early-life circumstances leave lasting marks on health attitudes and behaviors.
The study’s methodological rigor—combining PLS-SEM and NCA—adds credibility to its implications. PLS-SEM models complex relationships among latent constructs like wellness intention, while NCA identifies necessary conditions for outcomes to occur. This provides a richer picture than traditional surveys alone.
For Thailand, the implications are multifaceted. As wellness tourism expands among urban, middle-class, and higher-income groups, access to benefits may become uneven. While Bangkok and Chiang Mai host a growing network of luxury spas and health retreats, price barriers persist for rural residents and lower-income individuals. This pattern mirrors global trends where wellness services are more accessible to those with discretionary resources and early exposure to health-promoting lifestyles.
Thailand’s rich heritage in herbal medicine, meditation, and holistic healing offers pathways to more inclusive wellness experiences. Community health initiatives, school programs, and government support could democratize access to high-quality wellness offerings. Local health centers, temple-based meditation programs, and community herbal gardens hold promise for making wellness a part of everyday life, not just a premium product.
Thai culture already values health as a harmony of body, mind, and community. However, the accelerating commercialization of wellness—driven in part by international tourism trends—risk detaching these practices from their cultural roots. Experts emphasize that deliberate policy and program design are needed to prevent widening inequalities and to ensure wellness benefits reach a broader population.
Looking forward, researchers advise wellness providers, policymakers, and educators to consider childhood SES as a foundational factor. Initiatives that promote health education and wellness awareness early in life could level the playing field and broaden participation in wellness activities later on. As Thailand positions itself as a global wellness hub, inclusive policies will be vital to ensure all Thais can access both traditional and modern wellness experiences.
For readers seeking practical steps, experts recommend prioritizing preventive health from a young age, supporting local wellness initiatives, and advocating for policies that expand access to health-promoting travel. Schools could integrate holistic health education, while local tourism authorities might offer tiered pricing or community-based wellness programs. Recognizing the role of childhood circumstances can help ensure the promise of wellness tourism benefits all segments of Thai society.
Informed by research from leading institutions, the study highlights the importance of addressing health equity within the wellness tourism boom. Data from Thailand’s health and tourism authorities supports the need for inclusive strategies that connect health education with travel opportunities.