The Development of Community-Based Wellness Tourism Activities Based on the Value Chain of Guava: A Case Study of Ban Hua Ao Community, Nakhon Pathom Province
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Abstract
This article aimed to 1) investigate the design of community-based wellness tourism activities based on the guava value chain; 2) analyze the nutritional value of organic guava juice from the Ban Hua Ao community; and 3) examine the effects of community-based wellness tourism activities based on the guava value chain on tourists' experiential satisfaction and well-being. The research employed a mixed-methods approach, utilizing theoretical frameworks of community-based wellness tourism, agricultural value chains, food nutrition, tourism experience, and tourist well-being. The research was conducted in the Ban Hua Ao community, Nakhon Pathom Province. Key informants consisted of 16 community leaders and members selected through purposive sampling, while the sample comprised 400 elderly tourists selected through purposive sampling. Two research instruments were employed: 1) focus group discussion guidelines and 2) questionnaires. Data were analyzed using content analysis with descriptive narration for qualitative research, while quantitative research utilized descriptive statistics, including frequency, percentage, mean, and standard deviation. Nutritional analysis of guava juice was conducted using AOAC (Association of Official Analytical Chemists) standard methods, and paired t-tests were performed for comparative analysis. The findings revealed that: 1) Three community-based wellness tourism activities based on the guava value chain were successfully designed, comprising upstream activities of guava cultivation and harvesting in orchards, midstream activities of organic guava juice extraction, and downstream activities of consuming organic guava juice for health benefits; 2) Nutritional analysis of fresh organic guava juice indicated low caloric content, absence of fat and cholesterol, and high levels of potassium and vitamin C, making it suitable for elderly tourists except those with diabetes; 3) Testing of community-based wellness tourism activities based on the guava value chain demonstrated that overall experiential satisfaction reached a high level, and post-activity tourist well-being scores were significantly higher than pre-activity scores at the .05.
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References
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