The Readiness for Development Phuket as a World-Class Wellness Tourism Destination

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Kanyapat Pattanapokinsakul
Seri Wongmontha
Kannapa Pongponrat Chieochan
Nuttharin Pariwongkhuntorn


Wellness tourism is one of the key target industries for Asia's economic growth, which is a rapidly growing trend in the world travel industry, with many people seeking out destinations and experiences that promote health and well-being. Little research has been done on developing a world-class wellness tourist destination, especially in Phuket province. By applying tourism elements (10As) to identify the potential of wellness tourism. The objective of this research was 1) To identify the potential for developing Phuket wellness tourism to become a world-class wellness tourism destination. 2) To explore the guidelines for developing Phuket wellness tourism to become a world-class wellness tourism destination. The sample size was conducted with 16 participants from three sectors: the public sector, the private sector, and the academic sector who have working experience for 5 years or over 5 years in wellness tourism and hospitality business in Phuket through an in-depth interview. The result of this study concluded that Phuket has a strong potential for tourism elements (10As). However, high-quality wellness manpower and management systems (2M) are also key for success to improving in terms of specific wellness knowledge and practice, wellness service standards, and innovation for wellness tourism management systems. The results also revealed that the development of a world-class wellness travel destination in Phuket has a high ability to continuously develop to become a healthy city in the future by applying a multidisciplinary approach that should focus on people, facilities, and health criteria.

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Pattanapokinsakul, K., Wongmontha, S., Pongponrat Chieochan, K., & Pariwongkhuntorn, N. (2024). The Readiness for Development Phuket as a World-Class Wellness Tourism Destination. Journal of Arts Management, 8(1), 155–181. Retrieved from
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