PROBABILITY ANALYSIS OF WELLNESS TOURISM SERVICE FOR TOURISTS TRAVELING IN BETONG DISTRICT, YALA PROVINCE
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Abstract
This research aims to study the probability of the use of health-related tourism services of tourists who came to visit Betong district, Yala province, one of the cities in “the Triangle of Stability, Prosperity and Sustainability” of the Thai government. This research is a quantitative research employing the logit model. The research population comprised Thai and Malaysian tourists who came to visit Betong district, Yala province. Findings shows that the wellness tourism services which have significant proportion of tourists’ uses are (1) the Betong hot spring service; (2) the spa and beauty service; (3) the traditional massage service; (4) the religious tourism service; (5) the book reading, music listening, and art works watching service; (6) the trekking, biking, mountain climbing, and natural sightseeing service; (7) the visiting to archaeological sites and tourist communities service; (8) the local culinary and nutrition therapy service; and (9) the health examination service. Furthermore, factors affecting the probability of using each type of wellness tourism services with statistical significance are nationality, gender, age, religion, educational level, occupation, income level, information perception channel, travelling characteristics, accommodation, and travel expense.
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