Gendered experiences and sustainable practices in spa tourism

This study explores the global wellness tourism industry that has witnessed significant growth, with Thailand emerging as a prominent destination. This study investigates how gender influences consumer experiences and employee perceptions of sustainable practices in Thailand’s luxury spa industry. It also discusses the related theories of enriched company culture, corporate policies, perceived sustainable practices, and gender perception. All these theories relate to four dimensions contributing to a conceptual framework for analysis and development practices. Adopting a quantitative approach, the research analyses data from 404 respondents participating in quantitative surveys of spa tourists. The Priority Need Index was applied to analyse the findings. The findings illuminate gender-specific expectations, behaviours, and attitudes towards spa services, highlighting gaps in sustainable practices via analysis and development practices.