Destination image for wellness tourism development: a case study northern Thailand

Abstract

The purpose of this research was to 1) investigate stakeholder perception toward spa tourism activity in wellness tourism 2) investigate stakeholder perception toward spiritual retreat tourism activity in wellness tourism in case study Northern Thailand for result to develop a wellness tourism destination image model that main aim. This research is qualitative research. The instrument for used to collect qualitative data were in-depth interviews and focus group. Descriptive data analysis the sample group used is tourism stakeholders consisting of Tourists, entrepreneurs, communities, government agencies Private sector agencies that are involved in the development wellness tourism in spa tourism and spiritual retreat tourism. The researcher obtained by specifying a purposive sample of 35 participants of spa tourism and same participants in spiritual retreat tourism in semi-structure interviews and focus group a purposive sample of 12 participants stakeholder in wellness tourism. Coding analysis was used for the in-depth interview and focus group whereas content analysis. The results of the research found that destination Image development in wellness tourism spa tourism consists of 1) physical characteristics of the place that provide a calm, traditional experience and describe an atmosphere of privacy. 2) A destination that has unique characteristics that have wisdom, way of life and stories that are attractive. 3) The spa’s image is communicated through the quality of service and understanding of customers. Physical, mental and physical activities using social media marketing communications. 4) Characteristics of Wellness tourism, spa activities, body, emotions, mind, feeling relaxed. Furthermore, destination Image development in wellness tourism spiritual retreat tourism the results found consists of 1) function attributes of place authentic experience and peaceful atmosphere, scared site and leadership. 2) A destination spiritual uniqueness that has local wisdom way of life and culture, historically significant that are attractive. 3) The spiritual retreat’s image felling is service quality, service mind, activities, and using social media marketing. 4) Characteristics of wellness tourism in spiritual retreat wellness attributes are physical, emotion, mental, relaxation. There are guidelines for developing spa activities in wellness tourism, creating image, case study of the northern region. Identity and uniqueness should be created using Lanna wisdom to communicate to customers the physical, mental, and spiritual spa therapy activities in order to be consistent with the needs of the customer group