The Future Of Wellness Tourism In Vietnam: Validating A Meditation-Integrated Sustainable Tourism Model (Mistm)

Abstract

As global tourism shifts toward wellness and sustainability, Vietnam’s spiritual heritage offers untapped potential for mindful travel. This study introduces the Meditation-Integrated Sustainable Tourism Model (MISTM), integrating meditation practices, community-based tourism (CBT), and digital wellness applications (DWA). A mixed-methods approach was used: Phase one involved 33 semi-structured interviews with monks, tourism professionals, and policymakers; Phase two surveyed 303 wellness tourists, analyzed via PLS-SEM. Findings reveal: (1) a direct positive impact of meditation tourism on sustainability outcomes (β = 0.47, p < 0.001); (2) CBT’s mediating role in linking wellness with community engagement (β = 0.32, p < 0.01); and (3) DWA’s moderating effect enhancing behavioral continuity (β = 0.28, p < 0.05). The study positions meditation as both a wellness tool and socio-cultural asset. Policy implications include developing Meditation Tourism Zones (MTZs), strengthening community capacity, and promoting digital wellness aligned with SDGs 3, 8, and 12.