Development of Health Tourism Activities and Routes for Elderly Tourists in World Heritage City (PhraNakhon Si Ayutthaya District)

Abstract

This study aimed to 1) examine the current state of wellness tourism activities and routes, 2) develop tourism activities and routes, and 3) create appropriate promotional materials. A qualitative approach was employed using Participatory Action Research (PAR) with 20 local community leaders and stakeholders, selected through purposive sampling. A quantitative survey was also conducted with 400 senior tourists visiting Phra Nakhon Si Ayutthaya District. Findings indicate that the tourism routes have historical significance, feature woodcarving craftsmanship, and are located along the Chao Phraya River. The local community is strong and receives support from administrative organizations. To enhance wellness tourism, we developed the “Senior Wellness Tour” program (2 days, 1 night), designed for elderly tourists by ensuring convenience and minimizing exhaustion. The inclusion of traditional Thai massage was recommended to enrich the health-related experience. Regarding tourism promotion, most senior tourists are women aged 60–65, traveling with family by private car on holidays. They primarily obtain travel information through social media. The evaluation of tourism activities and promotional strategies received high ratings. Social media, particularly the LINE application, was identified as the most effective promotional tool. A guidebook, “Thai Lifestyle Tourism for Seniors,” was already developed and disseminated via LINE to promote wellness tourism. These findings highlight the strong cultural and geographical potential of wellness tourism in this heritage city. Further development of tourism routes and activities tailored to senior tourists, along with digital media as the main promotional platform, is recommended to maximize outreach and effectiveness.