MARKET DEMAND AND CAPACITY OF WELLNESS TOURISM IN NAKHON SI THAMMARAT PROVINCE

Abstract

          The objectives of this research article were to 1) Study the need of wellness tourist in Nakhon Si Thammarat Province 2) Evaluate the potential of wellness tourism in Nakhon Si Thammarat Province. and 3) Explore wellness tourism business cluster in Nakhon Si Thammarat Province. Mixed Methodology were applied in this study. The researcher collected qualitative data from  30 stakeholders in the business cluster and quantified data from 400 tourists in Nakhon Si Thammarat Province. The quantitative data was analyzed using frequency, percentage, standard deviation, t - test and F - test. The qualitative data were analyzed with content analysis. The results show that 1) most of the tourists traveling to Nakhon Si Thammarat were teenagers and early working age groups. They travel with their families for recreation and nature as their primary objective and use wellness services along the way. Travelers have moderate need toward healthcare service and spiritual-care service, but high need toward mind - care service. The service that tourists want to receive the most is healthy food. 2) Nakhon Si Thammarat Province has high potential in spa, Thai massage, fitness, health food, and traditional Thai medicine, while has low potential in sports and advantage activities services. 3) Nakhon Si Thammarat wellness tourism cluster divided into 4 groups: 1) tourism industry, 2) supported industry, 3) government agencies/association and 4) health-service industry. The first three groups are industrial groups with high potential and effective business cooperation. However, the healthcare industry has such moderate potential and no formal business cooperation.