The SPARKLE Model for Elderly Recreational Wellness Tourism: Development and Evaluation in the New Normal Era of Chiang Mai, Thailand
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Abstract
The confluence of a global aging population and a growing emphasis on wellness has positioned elderly recreational wellness tourism as a critical and expanding segment of the industry. However, the COVID-19 pandemic fundamentally transformed this landscape, creating a new paradigm where travelers prioritize health and safety. Consequently, traditional destination competitiveness frameworks, which often fail to account for the unique needs of an aging and risk-averse demographic, require urgent adaptation to address these post-pandemic realities. This study aims to (1) examine the current situation of elderly recreational wellness tourists in Chiang Mai Province under New Normal conditions and (2) develop and evaluate the SPARKLE Model framework for elderly recreational wellness tourism in Chiang Mai Province. A mixed-method approach was employed, combining quantitative survey research (N=400 elderly tourists) with qualitative expert validation. Data collection utilized a validated questionnaire (IOC=0.80, Cronbach's α=0.85) and two-round focus group discussions with five tourism and elderly care experts. Multi-stage sampling was used to recruit elderly tourists visiting Chiang Mai Province. Results: Seven key components emerged from the research: Safety, Pleasure, Attract amenities (A), Responsibility, Knowledge, Linkage, and Enablers (SPARKLE). Quantitative findings revealed high awareness (M=4.24) and practice (M=4.21) of COVID-19 safety measures among elderly tourists, moderate digital technology adoption (M=2.95), and high overall destination potential (M=0.74). Expert validation confirmed the framework's appropriateness and comprehensiveness for elderly recreational wellness tourism development. Conclusion: The SPARKLE Model provides a comprehensive, culturally-appropriate framework for developing elderly recreational wellness tourism in the post-pandemic era. The model addresses critical gaps in existing tourism frameworks by integrating safety protocols, personalization needs, and community engagement principles specifically designed for elderly travelers in the New Normal context.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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