Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


Wellness tourism activity model development to promote tourism market for Thai elderly tourists in Chiang Rai province

Author(s): Boonpat, O., Yolthasart, S., & Utchaya, N.

The purpose of the research on Wellness Tourism Activity Model Development to Promote Tourism Market for Thai elderly tourists in Chiang Rai Province were to (1) explore and collect information on Wellness Tourism Activities in Chiang Rai Province, (2) examine travel behavior of tourists, and (3) develop a model of wellness tourism activities in order to promote tourism marketing for elderly Thai tourists in Chiang Rai province. Research sample was the elderly Thai tourist who traveled to Chiang Rai and tourism related person in Chiang Rai. Focus group, interview and 410 questionnaires were used as data collection tools. Key findings from the study are; (1) Factors that most impressed tourists are varieties of tourist attractions e.g. variety of ethnic groups, cultural diversity, unique and beauties of landscape and architecture buildings, friendliness of local residents, easy go life style and local dialect, well organized and standard of tourists services and facilities provided which meet with national standard as well as easy access and travel from tourist home town to Chiang Rai and from Chiang Rai to destinations within Chiang Rai. (2) In term of form of wellness tourism, it was found that activities in the form of slow tourism such as culture and religion activities, temple tour, meditation learning and practice were rated as famous tourism forms. ( 3) In term of tourism activities organize to promote wellness tourism in Chiang Rai, it was found that visiting flower garden and tea and coffee plantation were amongst the most satisfied activities. The study illustrated that top four activities that should be promoted and organized for elderly tourists in Chiang Rai were Dhamma Therapy (meditation), Herbal Therapy, Taste Therapy and Natural Therapy.

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