Among the service items mentioned in this study, some of
them about older adults’ recognition of wellness tourism are not
preferred by the interviewees (such as “Mental learning” and
“Social activities”). And these service items are the very factors
of service experience that create uniqueness and attraction in
wellness tourism. The practitioners should devise suitable market
strategies to trigger the first experiential behaviors of older adults,
and further create customers’ needs. This is one of the referable
results this study offered.