Development of Health Tourism Promotion Model of Nakhon Si Thammarat Province
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Abstract
This research aimed to (1) study the ways of decision-making to travel using the direct tourism This research aimed to (1) study the ways of decision-making to travel using the direct tourism website of Nakhon Si Thammarat province, (2) develop a web portal, which contains an information of health tourism, and (3) suggest the use of web portal to be an e-Commerce to promote the health tourism in Nakhon Si Thammarat. The instruments used in this study were questionnaire, interview, discussion groups, and web portal development using web technology with responsive web technique. Population and sampling used were 400 tourists who visiting Nakhon Si Thammarat and 70 people involved in tourism of Nakhon Si Thammarat. Quantitative analysis was applied using percentage, arithmetic mean, standard deviation, and factor analysis. Qualitative analysis used content analysis. The health tourism promotion model of Nakhon Si Thammarat using the web portal to be e-commerce via POPULAR Model consists of the following 7 steps e.g., 1) Planning, 2) Objective, 3) Publishing (via two types of tools e.g. Social Commerce and Offline Marketing) 4) Understanding, 5) Lineament, 6) Appreciation, and 7) Retention. Web content should have 6 elements (6As) as well as 7 features (7Cs) of web portal’s features. When evaluating the satisfaction of the developed web portal, the average satisfaction level was at the highest level. It can be concluded that the health tourism promotion using the POPULAR Model can be used as a model for promoting health tourism in other provinces.
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