Abstract

Wellness tourism which targets the Vietnamese domestic tourist segment is in the orientation of key tourism products in the post-pandemic recovery of Vietnam tourism. Like a miniature Vietnam, Quang Ninh Province develops wellness tourism products based on diverse natural and cultural resources available. Though wellness tourism research is abundant nowadays in the world, this type of tourism is still quite new in Vietnam. Indeed, there is no research focusing on wellness travelers while they play an important role in both tourism supply and demand. Therefore, the purpose of this research is to analyze Vietnamese domestic travelers' expectations for wellness tourism experiences in Quang Ninh Province, including behavioral intention, motivations, obstacles, satisfaction level and perception towards this destination. An in-depth interview was conducted with 200 Vietnamese tourists in 8 typical wellness destinations of Quang Ninh. The results show that the Internet is the most used tool to search for wellness destinations. A holistic wellness stay is the expectation of most respondents. The wellness tourists are usually willing to pay more for high-class wellness services at the destination. A positive image of Quang Ninh Province as a wellness destination is found. However, some black spots appear repeatedly related to Facilities and Equipment, Service quality, Loyalty program, Environment (the surroundings where wellness travelers are operating, including surrounding human activity such as Rooms, Staff, Grounds, Crowding, etc.). Recommendations for the development strategy of wellness tourism services in the province are finally discussed.

Keywords: wellness tourism, Quang Ninh Province, vietnamese domestic tourist, expectation, in-depth interview, post-pandemic recovery