The Potential of Health Tourism Resources in the Lower Northern Provincial Cluster 1 (Tak, Sukhothai, Phitsanulok, Uttaradit, Phetchabun)
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Abstract
Assessing tourism resource potential is necessary in planning for developing tourist attractions. The main objective of this research is to examine potential of health tourism resources in the lower northern provincial cluster 1: Tak – Sukhothai – Phitsanulok – Uttaradit - Phetchabun, Thailand. The resources are classified into 5 categories: natural-based, activity-based, cultural and wisdom-based, medical technology-based, and health and related business-based. The study employed the exploratory sequential mixed-methods design (quantitative research followed by qualitative research) divided into 2 phases. A survey was used in the first phase for quantitative method. Two-stage cluster random sampling was conducted. A sample of 769 secondary data sources were gathered while 162 of this were evaluated on-site. The finding from phase 1 was used to develop the semi-structured questionnaire using in the second phase. This phase used the qualitative method, the data were gathered by in-depth interview and focus group with 25 stakeholders relating in health tourism development in the 5 provinces. Regarding the potential of regional health tourism resources, the medical technology-based has the highest potential level with the average score of 4.18 followed by the culture and wisdom-based with a potential level of 4.15 and natural- based at 1.06. Besides, Phitsanulok and Sukhothai provinces have the highest potential of resources with average score of 4.15 followed by Uttaradit, Tak and Petchboon at 4.12, 3.98, and 3.95, respectively. Results from phase 2 revealed strengths, weaknesses, opportunities, threats and strategies to develop the resource potential as to boost health tourism in 9 aspects according to TOWS Matrix. They are 1) amendment and flexibility of custom regulations, 2) promotion of value and services of health tourism, 3) creating new health tourism attractions routes and activities, 4) developing service quality in tourism and health businesses, 5) enhancing collaboration among stakeholders in the health tourism supply chain, 6) using storytelling to create value-added for health tourism resources, 7) creating regional health tourism brand experience, 8) enhancing knowledge and skills of the service staff in health tourism businesses, and 9) improving quality of health tourism business up to the certified standard so that it can be used by both private and public sectors to develop their regional health tourism resources.
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