Clustering of Health and Wellness Tourists Based on Tourism Motivation

In this paper, exploratory factor analysis, cluster analysis and other methods are used to study the health and wellness tourists based on tourism motivation, the results showed that: (1) the motivation of health and wellness tourism can be divided into three push motives: knowledge and experience, social and health, exploration and reflection; three pull motives: food and cultural activities, supporting facilities and information, natural and interpersonal environment. (2) According to the motivation, there are four types of tourists: seeking knowledge and health and wellness, facility service and environmental experience, exploration and reflection, and nearby travel. (3) There are significant differences among the four different types of health and wellness tourists in age, education level, occupation and monthly income.