The Study of Potential of Health Tourism Industry of Kerala, India

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Komsit Kieanwatana
Suchitra Sukonthasab


                This research is a qualitative research which is designed to study situations, patterns, and trends regarding the health tourism and to analyze the potential and marketing mix of the health tourism of Kerala state located in India. The research tools employed are observation and semi-structured interview. The data collected is executed through content analysis. By using purposive sampling, the sample consists of seven respondents who are business proprietors involved in health tourism industry of Kerala state and local guides in four major cities in Kerala state including Trivandrum, Alleppey, Kumarakom, and Cochin. The research result reveals the health science is used throughout the health tourism in Kerala state. The trend of the health tourism in Kerala state tends to increase. Furthermore, the health tourism in Kerala state is designed congruently with natural tourism destinations where ancient Indian identity and western tourism management are harmonized in order to add more value to the state and to maximize tourists’ satisfaction.

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How to Cite
Kieanwatana, K., & Sukonthasab, S. (2017). The Study of Potential of Health Tourism Industry of Kerala, India. Journal of Cultural Approach, 18(33), 3–14. Retrieved from
Research Article


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