Guidelines for Developing a Health Tourism Business Management Model in Communities to Promote the Sustainability of the Community-Based Tourism Network in Lampang Province

Abstract

The objectives of this research were 1) to study tourists’ the perception behavior, health tourism management, the potential of community-based health tourist attractions, tourists’ satisfaction, and the sustainability of health tourism in communities in Lampang Province, 2) to examine the influence of tourists' perception behavior, health tourism management, the potential of health tourist attractions in the communities, and tourists’satisfaction on the sustainability of health tourism in the communities in Lampang Province, and 3) to explore ways to develop a sustainable health tourism business management model in communities in Lampang Province. A mixed methods research approach was employed. For the quantitative method, questionnaires were distributed to 400 tourists across 13 districts, one community per district, in January 2024. Multi-sage sampling techniques were used, including purposive sampling, quota sampling, and accidental sampling. For the qualitative method, in-depth interviews were conducted with 30 individuals, including community leaders, entrepreneurs, and representatives from the Tourism and Sports Office of Lampang Province, in February 2024. A focus group discussion was also held to gather additional qualitative insights. The path analysis was used for hypothesis testing. The research revealed that 1) overall tourists’ perception behavior was at the highest level, while health tourism management, the potential of health tourist attractions, satisfaction with the health tourism business management model, and the sustainability of community-based health tourism were all at a high level, 2) tourists’ perception behavior and the potential of health tourist attractions in the communities had a direct positive influence on tourists' satisfaction with the health tourism business management model in the communities, and tourists' satisfaction on the health tourism business management model had a direct positive influence on the sustainability of health tourism in Lampang Province communities, with a statistical significance of 0.01 and 3) emphasis should be placed on researching and forecasting tourists’ behavior in community-based health tourism, presenting and developing tourism products and the potential of health tourist attractions, and health tourism management in the communities. These operations contribute to the sustainable advancement of health tourism in the communities.