A Comparative Analysis of Human Capital Development and Product Knowledge-Based Marketing Strategies on the Performance of Wellness Tourism in Indonesia and Thailand Through the Spillover Effect

DOI

10.2991/978-2-38476-543-0_18How to use a DOI?

Keywords

Comparative Analysis; Human Capital Development; Indonesia; Product Knowledge; Spillover Effect; Thailand; Wellness Tourism

Abstract

This study examines the comparative influence of human capital development and product knowledge-based marketing strategies on the performance of wellness tourism in Indonesia and Thailand. The research also highlights the mediating role of the spillover effect within this relationship. Both countries are experiencing significant growth in the wellness tourism sector as global interest in health, rejuvenation, and holistic well-being continues to rise. However, several challenges related to workforce competency, product literacy, and the uneven distribution of knowledge still hinder optimal performance outcomes in both destinations. Using a comparative analysis approach, this study integrates data from case studies, industry reports, and statistical sources to assess how differences in human resource capacity and knowledge-oriented marketing strategies influence wellness tourism performance in each country. The findings show that Thailand generally demonstrates more established human capital development and structured wellness training systems, while Indonesia offers strong potential supported by cultural diversity and emerging wellness hubs. In both countries, regions with higher levels of human capital development and stronger product knowledge-based marketing strategies achieve better wellness tourism performance. The results also confirm that the spillover effect, which includes knowledge transfer, the adoption of best practices, and the strengthening of destination reputation, plays a significant mediating role that enhances overall performance outcomes. The study concludes that improving coordinated training programs, enhancing product literacy efforts, and encouraging collaboration among governments, industry stakeholders, and local communities are essential for building a competitive and sustainable wellness tourism ecosystem in both Indonesia and Thailand.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qristin Violinda
AU  - Farah Chalida Hanoum
AU  - Heri Prabowo
AU  - Thanaset Chavangklang
AU  - Pitchayapa Chavangklang
PY  - 2026
DA  - 2026/02/26
TI  - A Comparative Analysis of Human Capital Development and Product Knowledge-Based Marketing Strategies on the Performance of Wellness Tourism in Indonesia and Thailand Through the Spillover Effect
BT  - Proceedings of the 8th International Conference on Education and Social Science Research (ICESRE 2025)
PB  - Atlantis Press
SP  - 182
EP  - 208
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-543-0_18
DO  - 10.2991/978-2-38476-543-0_18
ID  - Violinda2026
ER  -