The Travel Attitudes and Behavior Travel Interests and Trends Wellness Aspects and Potential of Health Tourism in Designation Extra Areas of Pattaya city

Abstract

          This research aims to: 1) investigate the behaviors, interests, and trends of wellness tourism and its potential in the Pattaya area, and 2) propose recommendations for designing services or managing health tourism in Pattaya. This research adopts a quantitative approach, employing a randomized sampling method to gather data from both Thai and international tourists in the Pattaya area. The study sample consists of 100 Thai tourists and 100 international tourists. Data collection tools include questionnaires, and statistical analysis methods such as percentages, means, and standard deviations are utilized. Findings reveal that the majority of Thai tourists are primarily interested in Thai massage, while foreign tourists show a higher interest in wellness tourism activities linked to other forms of tourism. The analysis of tourists' perceptions indicates that Thai tourists generally perceive the potential for development across various aspects, with assessments being predominantly high. However, from the perspective of foreign tourists, evaluations of potential are at a moderate level. Based on these research findings, innovative service prototypes are developed to meet the needs of tourists, serving as commercial models for wellness tourism businesses. Furthermore, this contributes to elevating industry standards internationally moving forward.