Corporate Strategy for Health Tourism: A Case Study of Thai Traditional Hospital Sakon Nakhon Venerable Luang Pu Fab Subhatto

Abstract

          This paper was conducted to study the composition for health tourism of Thai Traditional Hospital Sakon Nakhon Venerable Luang Pu Fab Subhatto and describe the organization strategies of Thai Traditional Hospital Sakon Nakhon Venerable Luang Pu Fab Subhatto. This was because the health Tourism market continues growth in both Asia and global with can make increase revenue to the health tourism in Thailand.
          From the study of tourism element theory, organization strategies, relevant research, policies of associated government units and interviews with a number of hospital executives and staff selected by purposive sampling. The results indicate that Thai Traditional Hospital Sakon Nakhon Venerable Luang Pu Fab Subhatto has a variety of services and internal elements leading to health tourism destination. However, the hospital has a few tourism-promoting activities. Consequently, corporate strategies must be clearly determined to target health tourist segment, to expand the market and to develop the hospital services that meet the demand of current health tourism market, as well as the hospital,  is considered as a new tourist attraction of Sakon Nakhon.