Wellness Tourism Motivation Factors: Potentials and Challenges of the Egyptian Market

Document Type : Original Article

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Graduate School of Business- Arab Academy for Science , Technology and Maritime Transport

Abstract

As an established tourist destination, Egypt is ambitious to invest in its people, physical, and investment capacity for the growth of a stable medical tourism sector, which will sustain its foreign exchange revenues and bolster its competitive advantage as a tourist destination. Changes and trends in the tourism market influenced health tourism out of the traditional framework of healing tourism and prominent hospitalized service philosophy. This study investigates tourists’ motives for shifting from business and leisure tourism to wellness tourism concept due to life routine and pressure, work stress, and family commitments and examines travel needs in relation to wellness travel motivations in the Egyptian market. The study collects data from tourists visiting Egypt. It was built upon convenience sampling through a questionnaire design and applies AHP to examine wellness tourism and the motivations for wellness tourism in Egypt and establish the preference of each criterion. From the analysis, nine main motivations for wellness tourism are identified in Egypt. Those motivations are; Critical Customer Service Factors, First-Time Visitor Motivation, Hotel Attributes, Motivations for Wellness Tourism, Belief Factors, More Motivations for Wellness Tourism, The Driving Variables, Push Motivation Factors and Pull Motivation Factors.

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