Factors Affecting Health Tourism in Hua Hin District, Prachuap Khiri Khan Province

Abstract

The objectives of this study were 1) to study the behaviors of tourists who come to health tourism in the area of Hua Hin District, Prachuap Khiri Khan Province. 2) to study of the medical tourism marketing mix in the area of Hua Hin District, Prachuap Khiri Khan Province. The research model is quantitative research. The questionnaires were used to collect the data from 400 Thai tourists who come to travel in the area of ​​Hua Hin District Prachuap Khiri Khan Province. The data was analyzed with descriptive statistics to gain frequency, percentage, mean, and standard deviation.

The results of the research revealed that Thai tourists who come to travel in the area of ​​Hua Hin District Prachuap Khiri Khan Province more than half of them travel for leisure, most of them traveling with friends/groups of friends. There are 10 or more people traveling and more than half of them are on holiday, who have traveled more than 3 times, most of them cost more than 10,000 baht by knowing travel information from the Internet, and more than half of them will definitely return to travel and found that overall,  tourists have opinions about the marketing mix (10 P's), product, price, distribution channel, marketing promotion aspect, person aspect, physical appearance aspect process Image perception product integration and the policy of the establishment was at the highest level.