Development of Experiential Tourism Activities to Promote Health Tourism in Nang Lae Subdistrict, Chiang Rai Province
Article Sidebar
Main Article Content
Abstract
This research employed a mixed-methods approach with three main objectives: 1) to analyze the potential of tourism resources and the identity of the community, 2) to examine the needs of health tourists regarding services and activities, and 3) to develop health tourism activities based on experiential design to promote health tourism in Nang Lae Subdistrict, Mueang District, Chiang Rai Province. Qualitative data were collected through in-depth interviews and focus group discussions with 20 participants, including local scholars, community members, tourism entrepreneurs, and network partners, using purposive sampling. Quantitative data were collected via questionnaires distributed to 400 Thai tourists through convenience sampling. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics, including percentages, means, standard deviations, and multiple regression analysis.
The results indicate that 1) Nang Lae Subdistrict has a variety of tourism resources-health, agricultural, and cultural tourism, as well as diverse community products-and is easily accessible, with various facilities and accommodation options available. 2) Tourists have a high demand for health and beauty herbal products. Multiple regression analysis revealed that the price factor had the most positive effect on health tourism activity choices, followed by product offerings and distribution channels, respectively. 3) Health tourism activities developed include engaging in and learning about the Nang Lae lifestyle, eating local food that is fresh, clean, safe, and healthy, relaxing the mind and body with health treatments, and purchasing locally-made souvenirs. The health tourism programs developed consist of the half-day “Suksabai” program and the full-day “Sukcheewa” program. The evaluation of tourist satisfaction with these programs was at a good level. However, recommendations for the community include improving hospitality quality, enhancing the information provided by local guides, and increasing coordination efficiency to better welcome tourists
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยอุบลราชธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยอุบลราชธานี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
References
Boonchai, A. & Tansaraviput, J. (2003). Health tourism, a new selling point of Thai tourism. Economic and Social Journal, 40(4), 22-27. (in Thai)
Chanma, N. (2022). Potential and market demand for health tourism from hot springs in Phetchabun Province. Journal of Science and Technology Chiang Rai Rajabhat University, 1(1), 40 – 56. (in Thai)
Cochran, W.G. (1977) Sampling Techniques. 3rd Edition, John Wiley & Sons, New York.
Daver, C. (2010). Experiential Tourism and the Cyprus Hotel Experience: A Canadian Perspective, with Suggestions, Ideas, and Opportunities. http://cyhma.com/images/userfiles/file/pasydixe.pdf.
Dickman, C.R. (1996). Overview of the Impacts of Feral Cats on Australian Native Fauna. Australian Nature Conservation Agency. Canberra
Jennings, G., Lee, Y. S. , Ayling, A., Lunny, B., Cater, C. & Ollenburg, C. (2009). Quality Tourism Experiences: Reviews, Reflections, Research Agendas, Journal of Hospitality Marketing & Management, 18(2-3), 294-310.
Global Wellness Institute. (2014). The Global Wellness Tourism Economy 2013. http://www.globalwellnesssummit.com.
Jennings, G. R. & Nickerson, N. (Eds.). (2006). Quality tourism experiences. Burlington, MA: Elsevier.
Karwacki, J. (2011). Haven’t been there, done that: How Experiential Tourism is Transforming the Travel Experience. Caribbean Sustainable Tourism Conference 2011. http://www. onecaribbean.org/content/files/Experiential%20TravelCarib %20ST%20Conf% 20FINAL.pdf.
Kotler, P. (2000) Marketing Management: The Millennium Edition. Person Prentice Hall, Upper Saddle River.
Krachangchom, S. & Sangkhakorn, K. (2020). Behavior and needs of health promotion Thais and foreigners tourists in the upper northern region. Academic Journal of the University of the Thai Chamber of Commerce Humanities and social sciences, 40(1), 57 – 76. (in Thai)
Ministry of Tourism and Sports. (2020). Situation Thai Tourism. TOURISM ECONOMIC, Volume 1, Issue 4, 17. (in Thai)
Nang Lae Sub district Municipality. (2018). Local development plan 2018 – 2022. Chiang Rai Province. (in Thai)
Noppakhun, P. (2018). The Effects of Tourism Marketing Factors (7Ps) on the Foreign Divers’ Decision to a Scuba Diving in Thailand [Master’s thesis, Bangkok University]. (in Thai)
Pengthong, N. (2019). Factors affecting wellness tourism of foreign tourists, Koh Samui District Surat Thani Province. Academic Journal of Pathum Thani University, 11(1), 267 – 277. (in Thai)
Pine, B. J. & Gilmore, H. J. (1999). The experience economy. MA: Harvard Business School Press Publications.
Quality of Life Promotion Division. (2019). Chiang Rai Province Tourism Promotion Development Master Plan 2018-2022. Chiang Rai Provincial Administrative Organization. Chiang Rai. (in Thai)
Report on the tourism economy. (2022). COVID and its impact on Thai tourism. https://www.mots.go.th/. (in Thai)
Sriwilai, S. & Thongsri, R. (2021). The spread of COVID-19 has affected tourism in Thailand. Journal of Corporate Management and Local Innovation, 7(8), 405 – 416. (in Thai)
Tantivejkul, P. (2003). Health tourism. Tourism Brochure, 22(1), 30-41. (in Thai)
Teerapong, K. (2020). A Study of Experience Design for the Development of Cultural Tourism. The Fine & Applied Arts Journal,13(1), 1 – 15. (in Thai)
Thaweesri, C. (2014). Health tourism. https://www.l3nr.org/posts/ 166878. (in Thai)
Tourism Authority of Thailand. (2009).Health tourism. http://thai. tourismthailand.org/Tourist attractions and activities/ Tourism activity types/Health tourism. (in Thai)
UNTWO. (2022). UNWTO ANNUAL REPORT 2017. https:// www.unwto.org/ global/publication/unwto-annual-report-2017.
Watcharathorn, T., Pengphan, W., & Kosaiyawat, S. (2017). Guidelines for promoting health tourism for the elderly in Mueang District, Chonburi Province. Journal of Education and Social Development, 13(1), 260 -275. (in Thai)
Wongpratum, N., & Phumvitchuvet, D. (2021). The Health Tourism Management Model for Community Based on the King’s Philosophy. Journal of Arts Management, 5(2), 299–311. (in Thai)
