Creative Economy Development of Hot spring for Healthy at Vichianburi District Phetchabun Province

Abstract

The development of creative economy of hot springs for health in Wichian Buri District, Phetchabun Province still lacks a systematic and sustainable approach to promote the potential of hot springs as health tourism and creative economy that can attract tourists and create added value for local communities. This research aims to develop a creative economy approach for hot springs for health in Wichian Buri District, Phetchabun Province. Data were collected from in-depth interviews with entrepreneurs of Ban Kru Hot Spring, Wichian Buri District, Phetchabun Province, using unstructured interviews and using a satisfaction questionnaire on the use of services from 65 tourists. The research findings revealed that, despite having few competitors, a marketing problem exists because tourists are not highly interested in hot spring tourism. Most visits occur during festivals when tourists are passing through the area and searching for attractions online. Tourists visiting the hot springs primarily come during major festivals, which drive travel to Phetchabun Province. The approaches for promoting the hot spring business, based on the opinions of the operators, can be summarized as follows: There should be increased public relations efforts, especially promoting nearby tourist spots that are easily accessible. Service fees should be reasonably priced, not too expensive, and promotions should be offered during festivals to attract customers. Additionally, tours of nearby tourist attractions could be organized. Tourists of all genders and ages should be able to access and enjoy the services. Local authorities should be encouraged to promote health tourism in the area. The hot springs should also be developed into a learning center, with additional services such as Thai massage, foot massage, spa treatments, exercise facilities, and safe, convenient accommodations.