Guidelines for Promoting Health Tourism in Hot Springs in Krabi Province

Abstract

This research article aims to 1) examine the behavior and needs of Thai tourists traveling for health tourism at hot springs in Krabi Province, 2) define marketing strategies for health tourism at hot springs in Krabi Province, and 3) explore promotional guidelines for health tourism at hot springs in Krabi Province. The study employed a mixed-methods approach, incorporating both quantitative and qualitative research. Data were collected in three main phases: quantitative data from 400 tourists and qualitative data from 23 stakeholders, comprising 8 from the public sector, 8 from the private sector, 6 from local communities, and 2 from academia. Data analysis was conducted using SWOT and TOWS matrices to determine appropriate strategies. The findings revealed that: 1) most tourists visited primarily for relaxation and health therapy, with key needs including high-quality services, safety, and experiences closely connected to the natural environment of the hot spring sites. 2) Appropriate marketing strategies should therefore focus on modernizing services and facilities, while utilizing online channels for promotion in conjunction with health promotion activities. 3) The promotional guidelines for health tourism at hot springs in Krabi Province indicate that (1) emphasis should be placed on establishing an effective management system, (2) developing products that meet tourist demands, and (3) fostering collaborative networks among the public sector, private sector, local communities, and academia to ensure sustainable development and effective market expansion.