As digital overuse increasingly undermines psychological well-being, digital detox tourism has emerged as a strategic response. This study examines how destination-level attributes shape tourists’ cognitive awareness of digital overuse—a key psychological outcome of disconnection. Drawing on the Stimulus–Response (S–R) model, six environmental stimuli are assessed: natural remoteness, low connectivity infrastructure, destination narrative framing, availability of analog activities, perceived safety while disconnected, and social norms supporting detox. Data from 185 participants at wellness retreats in Thailand were analyzed using PLS-SEM and Importance–Performance Map Analysis (IPMA). Results show that all six attributes significantly influence awareness, with analog activities, low connectivity, and safety perceptions being the most impactful and well-performing. IPMA further reveals strategic priorities for experience design. This study extends S–R theory to digital well-being contexts and offers actionable insights for destination planners and wellness managers seeking to cultivate environments that promote reflective disengagement and cognitive recalibration in the digital age.

Authors:
Pipatpong Fakfare, Bangkok University, Thailand
Maneenate Worrachananun, Bangkok University, Thailand

About the Presenter(s)
Pipatpong Fakfare currently works as an associate professor at the School of Humanities and Tourism Management, Bangkok University. His research interests include tourism management, destination marketing and sustainability.

See this presentation on the full schedule – Tuesday Schedule

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