Co-Creation in Wellness Tourism: Insights from Thailand

With the rapid growth of wellness tourism and rising consumer demand for personalized and interactive experiences, achieving sustainable success in the industry requires a deep understanding of the emotional and psychological aspects of customer experiences. As modern travelers increasingly seek active involvement in shaping their health and wellness journeys, co-creation has become a vital component of service delivery. This study examines the role of co-creation in shaping customer experiences within Thailand’s wellness tourism sector. Using a qualitative approach, 30 in-depth, semi-structured interviews were conducted with representatives from leading spa hotels to explore the interactive processes that drive customer participation in co-creating wellness services. Through thematic analysis, the study identifies patterns and relationships within customer-provider interactions across three interconnected stages—before, during, and after service delivery. The findings reveal that the intensity and nature of these interactions evolve throughout the wellness journey, leading to distinct forms of co-creation and varying customer outcomes. Understanding these dynamic interactions provides industry stakeholders with valuable insights into innovative business practices that enhance customer satisfaction and strengthen a destination’s competitive advantage. By bridging theory and practice, this study contributes to wellness tourism literature and offers sustainable business strategies for integrating co-creation into service models, ultimately fostering customer loyalty and long-term business sustainability.