THE DEVELOPMENT OF SPA TOURISM STRATEGIES TO BE THE QUALIFIED WELLNESS TOURISM DESTINATION IN THE CORONA VIRUS-2019 PANDEMIC SITUATION
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Abstract
Spa is considered a wellness tourism that can produce high economic value for the country. This study aims to analyze the situations and define strategies for spa tourism. The samples were 12 experts who are presidents of spa association, spa entrepreneurs, academicians, and 113 association representatives. The data were collected with the use of a form for recording of events and guidelines of questions for in-depth interview. Data were analyzed by using content analysis. The results revealed that the strong points are the Thai unity and identity, internationally recognized service standard, beautiful scenery, attractive
price and format, and high quality raw materials. The weak points include the lack of the body of certifying knowledge, the number spa products that meet the standard, readiness of entrepreneurs, efficiency of the data system and public relations, and ability to speak English of spa therapists. The opportunities are the policy to promote health tourism, advanced communication technology, tourists’ interest in health care, the number of businesses associated with spa, and vaccination development. The threats are the expenses and tourists’ decision to travel, the need for safety in using spa services, and the slow recovery of international airline service companies. The results of an analysis of the strength, weakness, opportunity, and threat revealed 2 strategies of spa tourism which are the restoration of spa business to maintain the business sustainability and the upgrading of competitive capability of Thai spa business to the global level. The results of this study can be applied for formulation of strategic and operational plans for spa business in order to enable Thailand to be the quality wellness tourism destination.
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