Knowledge Management of Tourism Destination Components (5As) in Support of Promoting Wellness Tourism Businesses in the Eastern Economic Corridor (EEC)
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Abstract
Wellness tourism is an alternative to enhance the development of the Eastern Economic Corridor (EEC) zone. However, activities related to wellness tourism have not yet been clearly defined. Therefore, this study aims to explore, analyze, and categorize wellness tourism resources based on cultural wisdom in the EEC zone according to tourism components. It also seeks to propose guidelines for knowledge management regarding the components of wellness tourism in the area. This research utilized a mixed-methods approach, integrating both qualitative and quantitative approaches. Qualitative data were collected through in-depth interviews and focus group discussions with 45 key informants, including executives from government and private sector tourism agencies. The sample in the quantitative inquiry was selected from the total population of Thai tourists in the EEC based on the convenience sampling method. Quantitative data were collected from 1,230 individuals in this group using a survey instrument. Results revealed that the government has clearly defined policies to promote Wellness tourism at both national and ministerial levels. At the provincial level, the availability of wellness tourism resources varies. Tourists' opinions on the requirements for tourism destination components are grouped into five categories in their respective order: amenities, accommodations, tourist attractions, activities, and accessibility. However, their views on wellness tourism activities fall into four categories: healthy food and beverages, Thai massage and spas, physical exercise, and spiritual development. In executing wellness tourism in the EEC, it is suggested that knowledge management strategies for tourism components must align with the promotion of local Wellness tourism businesses.
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