DEVELOPING KRABI PROVINCE AS A WELLNESS TOURISM DESTINATION FOR SENIOR TOURISTS

Abstract

          This study investigated the factors contributing to the development of Krabi Province as a wellness tourism destination for senior tourists. A purposive sample of 400 Thai senior travelers was surveyed using a structured questionnaire. Descriptive statistics—including frequency, percentage, mean, and standard deviation—were employed to analyze demographic characteristics, travel behaviors, perceptions of service quality, and evaluations of tourism potential. Inferential statistical methods, including independent samples t test, F test, one-way ANOVA, and post hoc comparisons using the Least Significant Difference (LSD) test, were used to identify statistically significant differences.
          The majority of respondents were women aged 60–64, possessing bachelor's degrees and earning a monthly income exceeding 45,000 THB. On average, participants engaged in three trips per year, primarily traveling by private vehicle to participate in hot spring activities. These visits typically lasted around three hours, with associated expenditures ranging between 1,001 and 1,500 THB per session. It was found that the perceived quality of wellness tourism services in Krabi was consistently high across all measured dimensions, particularly in terms of reliability, assurance, tangibility, and responsiveness. These service quality dimensions significantly influenced participants' perceptions of the destination's tourism potential. Strengthening these aspects of service delivery is essential to positioning Krabi as a sustainable and attractive wellness tourism destination for the senior demographic.