Guidelines for Developing Destination Image in Wellness Tourism Spa Activities: A Case in Northern Thailand

Abstract

The objectives of this research are 1) to study the perceptions of stakeholders in developing the image of health tourism in the form of spa activities. 2) Guidelines for developing the image of wellness tourism in the form of spa activities: a case study of northern Thailand. This research is a qualitative approach and utilizes qualitative data collection tools, including in-depth interviews with a sample group of 35 individuals and focus group discussions with a subgroup of 11 individuals who are stakeholders in wellness tourism related to activities in spas. The results of research objective 1 found that 1) image development in wellness tourism spa activities consists of 1) functional attributes are 1.1 The place that provides an authentic experience and a peaceful atmosphere. 1.2 The activities are varied, and the menu should be attractive. 1.3 The therapy room spa should have room for space, decoration, and cleanliness. 2) Human resources should have service quality, including service mind, expert spa therapy, and staff licenses. 3) A destination spa has unique characteristics that have local wisdom, way of life, and culture that are historically significant. 4) The wellness attributes a spa should have for well-being are physical, emotional, mental, and social. 5) Psychological attributes should be marketed online through social media to promote content related to health, safety, image, and trust. Objective 2: The research suggests guidelines for developing destination-image spa activities in wellness tourism. Identity and uniqueness should be using Lanna wisdom to communicate to customers the physical, mental, and spiritual spa therapy activities in order to be consistent with the needs of the customer group.