Experiential Marketing Strategies for Forest Bathing: In-depth Perspectives from Small and Medium-sized Accommodation Business Entrepreneurs
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Forest bathing is the mindful immersion in nature using all five senses to achieve deep relaxation and holistic well-being. As this practice gains momentum in Thailand’s wellness tourism, research remains focused on its definitions, values, and benefits, leaving a strategic marketing gap for the small and medium-sized accommodation industry. This qualitative study aims to analyze strategic drivers and marketing environmental factors influencing competitive advantage, alongside proposing innovative marketing mix strategies. Data were collected through semi-structured interviews with 16 founders and executives nationwide, analyzed via reflexive thematic analysis. Findings reveal the primary driver as a mission-driven model that redefines nature as a healer over mere scenery. Amidst social pressures, the Synergic Business Resilience Model (SBRM) was synthesized to emphasize community collaboration for stability. Innovation strategies include a Quality Service Innovation Model rebranding the 7Ps by prioritizing Kinship People and Crafted Process. Furthermore, the ECO-RELATE Model fosters spiritual connectivity between humans and ecosystems. These businesses have evolved into Transformative Identity Designers, establishing sustainable differentiation that surpasses competitors in the wellness industry.
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