THE HEALTH SPA PROMOTION FOR HEALTH TOURISM CENTER IN EASTERN REGION OF THAILAND

Abstract

The objectives of this research were to study 1) the current condition and problems, 2) appropriate processes, and 3) the guideline for promoting the health spa establishments as the health tourism center in Eastern Thailand. This research used a qualitative research methodology. The data was collected from related documents, field studies, surveys, interviews, observations, and group discussions.The results showed that 1) Forthecurrent situation, the spa establishments have a relatively high growth rate and offer a wide variety of services, focusing on holistic and traditional medicine services. Natural resources have been used as capital for locations and raw materials by perfectly combining the vibe of western civilization and creating a unique identity for each establishment. For problems, it is found that there are a lack and the insufficient number of skilled employees, lack of access to finance, and law enforcement issues against the entrepreneurs running covert businesses and damaging the image of the Thai
spa and massage business in Thailand. If these problems are solved, it will strengthen and result in the sustainable growth of the Thai spa and massage business in Thailand. 2) For the processes, there should be good management systems in 5 aspects: continuous human resource development, easy access to finance, standardized and sufficient quality raw materials, and systematic management such as facility management, safety management, and costeffective management system for existing resources. Besides, there should be a variety of information dissemination channelsthat are up to date and accessible to all target groups. 3) For the guideline for promoting health spa establishments, there is a need to promote and support each other between the public and private sectors, and the health spa establishments should be improved and developed in all 5 aspects. The government should promote policyon research and product development.Different services should be organized in response to the user's needs.In  further research, the satisfaction, or needs of the users, especially the elderly tourists, should be studied to use the obtained data as a guideline for human resource development planning to effectively serve the customers and to create a competitive advantage in health tourism at the national level.