Phuket's Potential for Wellness Tourism

Abstract

       This academic article’s objective is to examine the potential of wellness tourism in Phuket by analyzing tourism components (5A), utilizing the framework to analyze the external environment via PEST Analysis, and analyzing the environment within the province via Functional Analysis, thereby revealing the strengths and weaknesses of wellness tourism in Phuket. From an analysis of the 5A tourism components of wellness tourism in Phuket, it was determined that accommodations and activities are strengths of wellness tourism. In external factor analysis, it's clear that one of the main things driving the rise of wellness tourism is the changing population, the growing number of seniors, the lifestyles and habits of people who cause stress and fatigue in society. The internal advantage is that it is a world-renowned tourism city with stunning seaside attractions and world-class food that may attract tourists. These are essential features in attracting health-conscious travelers who choose to visit Phuket since tourism provides a variety of activities other than wellness tourism. These are essential factors in attracting health-conscious tourists who choose to travel to Phuket, as tourism provides visitors with a variety of experiences beyond wellness tourism. Also, a key part of Phuket's identity as a wellness tourism destination is figuring out how medical services and health marketing on the island can work together. This can only be done when all the relevant sectors work together.