Guideline of the hot spring management to promote the quality of health tourism in Thailand

Abstract

This research used mixed methods to investigate: 1) To study the tourist’s behavior in the Hot Spring area; 2) To study the expectations of Thai tourists towards the Hot Spring Management; 3) To study the perceptions of Thai tourists towards the Hot Spring Management; 4) To create guidelines of Hot Spring Management to promote the quality of Health Tourism in Thailand. The researcher employed purposive sampling. For the quantitative research, the sample group includes 400 Thai tourists who visited 4 sources of Hot Springs, including Phra Ruang Hot Spring at Kampangphet Province, Pong Nam Ron Hot Spring at Lampang Province, Tham Khao Phlu Hot Spring (Lamae) at Chumphon Province and Nong Ya Plong Hot Spring at Phetchaburi Province. The research instrument has used a questionnaire which used to collect data to study the tourist’s behavior, tourist’s expectations and tourist’s perception of the Hot Springs Management in Thailand. The qualitative research, key informants composed of representatives in units that were the management and associates of the Hot Springs in these four areas 12 people. 3) and The Professional of Tourism management and Hot Springs in Thailand 12 people. The research instrument was a semi-structured interview. Content analysis was used on interview results while descriptive statistics (percentage and mean) and inferential statistics (paired sample t-test) employed for the analysis of quantitative data.

The results from qualitative research and quantitative research can create guideline of Hot Spring Management to promote the quality of Health Tourism in Thailand. It contributes from the literature review of tourist’s behavior, tourist’s expectation, tourist’s perception, management, quality, and health tourism. Therefore, it is introducing the guidelines of Hot Spring Management to promote the quality of Health Tourism in Thailand which consists of 6M Management: 1) Guideline of Man Management, 2) Guideline of Money Management, 3) Guideline of General Management, 4) Guideline of Moral Management, 5) Guideline of Market Management and 6) Guideline of Materials management. These guidelines are considered to enhance the management of Hot Springs and promote the quality of Health Tourism in Thailand.