Strategies to facilitate the growth of female well-being tourism consistent with the creative industries policy

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Assistant Professor Dr. Penpaksina Wicheanwan
Dr.Nonnaporn Kitisripanya
Miss.Thidarat Nakkyo


                The aim of this study was to explore a set of strategies to facilitate the growth of female well-being in tourism industry that is consistent with the Thai government’s creative industries policy.

                Firstly, the authors reviewed the standardize well-being services, and this services have the potential to impact on the Thailand tourism markets. Various strategies which the policy and legal framework for the development of female well-being tourism, diversity of female well-being tourism products and source markets, marketing of female well-being products and facilities, female well-being tourism standards and facilities, safety and security of tourists, financial resources, human resource development and management, female well-being resource conflict, information management and research capacity, promoting environmentally sustainable female well-being tourism and technological readiness/systems and technology were explored.

                      It was concluded that the strategies were related largely to the need to standardize the industry for the benefit of customers as well as the benefit of the industry itself. The policies were developed mainly from feedback which focused on industry and policy rather than market perspectives, along with integration of perspectives from the spa and well-being industry in Thailand and elsewhere.


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