Strategic plan for health tourism in Nakhon Nayok province

บทคัดย่อ

PURPOSES: To analyze the environment of health tourism in Nakhon Nayok province, study tourists’ behaviors and needs regarding health tourism in Nakhon Nayok province, and recommend health tourism strategic plan for Nakhon Nayok province.  METHODS: An in-depth interview of 15 key informants. A sample survey by questionnaires of 400 tourists. RESULTS: The strengths of health tourism in Nakhon Nayok included plentiful natural resources, medicinal plants, and valuable wisdom of Thai traditional medicine. The main weaknesses was inadequate improvement of tourist attractions in the province. There were opportunities to increase number of health-oriented tourists. Finally, the threat was a lack of budget to support the tourism. Regarding, tourists’ behaviors and needs of health tourism in Nakhon Nayok province, it was found that the purpose of travel of most tourists was to relax. The need of health tourism in Nakhon Nayok province was very high, followed by accommodations, activities, facilities, and accessibility respectively. THEORETICAL/POLICY IMPLICATIONS: Strategic plan comprises active market management strategy, community’s potential development strategy, and reactive strategy  infrastructure development for supporting health tourism strategy. The vision of Nakhon Nayok’s health tourism is “Heath tourism attraction that worthily meet the need of tourists which is not far from Bangkok. Also, a place for learning about local plants and herbs, excellent Thai traditional medicine wisdom, and providing health tourism activities that meet standards”