PROMOTING HEALTH TOURISM IN CULTURAL TOURISM AREAS IN KAMPHAENG PHET, LAMPANG AND SUKHOTHAI PROVINCES

Abstract

This research aimed to use cultural capital to promote health tourism in Kamphaeng Phet, Lampang, and Sukhothai provinces and to explore the guidelines for developing connection between health tourism to connect cultural tourism in Kamphaeng Phet, Lampang, and Sukhothai provinces. It was integrated by both quantitative and qualitative method.  The questionnaires and interview were used to collect data.  The results were as follows.

From the general information data of 400 respondents, the results were analyzed separately into three provinces as follows. Firstly, in Kamphaeng Phet Province, the average score of all respondents was 4.40. Considering each item, the opinion that there was cultural capital in the province that can be connected to health tourism was the highest average at 4.76.  Secondly, as for Lampang Province, the average score of all respondents was 4.22.  Considering each item, the opinion that there should be the promotion of activities connecting health tourism and cultural tourism in the province was the highest average with a score of 4.60.  Finally, for Sukhothai Province, the average of all respondents was 4.23.  Considering each item, the opinion that there was cultural capital in the province that can be connected to health tourism was the highest average at 4.70.

The qualitative data analysis was explored from the interview of sample groups about guidelines for developing health tourism destinations connected to cultural tourism in three provinces consisting of nine people including tourists, headers, and managers of health tourism attractions in Phra Ruang Hot Springs in Kamphaeng Phet, Chae Son Hot Springs in Lampang Province, and Khao Luang National Park in Sukhothai Province. It was found that with the participation of community scholars and community members, health tourism can be connected to cultural tourism because of the potential and area strengths of these three provinces.  In addition, it was found that there were guidelines for the development of connecting health tourism with cultural tourism sties in three aspects: tourism promotion, tourism community development and tourism attractions, and tourism marketing and public relations development.  These guidelines will lead to the sustainable development of tourist attractions in the area.