Value-Adding the Herbal Products of Ban Muang Kham Herbal Therapy Enterprise, Chiang Rai Province, to Promote Wellness Tourism in the New Normal Era
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Abstract
This research aimed to 1) study and collect knowledge on the herbal processing of Ban Muang Kham Herbal Therapy Enterprise, 2) study the demand and behavior for herbal products among tourists in the new normal context, and 3) improve herbal product prototypes of Ban Muang Kham Herbal Therapy Enterprise to meet the needs of tourists in the new normal context. Qualitative data were collected through interviews with 8 members of the Ban Muang Kham Herbal Therapy Enterprise using purposive sampling. Quantitative data were gathered using a questionnaire completed by 400 tourists traveling in Chiang Rai Province. The qualitative data were analyzed using content analysis, while the quantitative data were evaluated using descriptive statistics and chi-square analysis.
The study's findings revealed that: 1) Ban Muang Kham Herbal Therapy Enterprise utilizes a total of 24 types of herbs and produces 6 processed herbal products; 2) tourists expressed the highest demand for herbs that relieve aches and pains and relax muscles, followed by inhaled herbs to alleviate dizziness, herbs to expel gas, and herbs to combat body odor, in that order; and 3) to enhance the value of herbal products, the researchers developed a massage oil called Neng Yuat Grass by converting it from liquid to cream form and changing the packaging from a glass bottle with a squeeze top to a tube.
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