MARKETING STRATEGY TO PROMOTE WELLNESS TOURISM IN MUEANG DISTRICT, RANONG PROVINCE

Abstract

The purposes of this research were (1) to collect data of wellness and wellness tourist attractions to design tourism programs, and (2) to analyze and suggest the market strategies. The research was qualitative research which collected data by using the observation form and in-depth interviews. Samples were 21 people consisting of people in Ranong Province, tourists, government and private officers were key informants. The results indicated that data of wellness included the alternative wellness and the wellness that reflect Thai wisdom. Wellness tourist attractions included natural tourist attractions, man-made tourist attractions, and mixed tourist attractions. Wellness tourism programs included full programs and integrated programs. Furthermore, marketing strategies were as follows: (1) collaborative-oriented strategies; (2) strategies to develop the competency, body of knowledge, and skills; (3) strategies to promote and control quality of wellness tourism attractions; (4) strategies to develop wellness tourism programs and wellness activities; (5) strategies to develop facilities and transportation system; (6) strategies to develop tourist service centers; and (7) word of mouth and public relation strategies.