Driving Guideline of Wellness Tourism Activities in Chiangkhan District, Loei Province According to the Concept of Happy Model

Abstract

The research is a quantitative and qualitative study, aims to: 1) study health tourism activities based on the Happy Model concept in Chiang Khan District; 2) study the perception of health tourism activities based on the Happy Model concept in Chiang Khan District; and 3) study guidelines for promoting health tourism activities based on the Happy Model concept in Chiang Khan District. Data were collected from 15 entrepreneurs and 400 wellness tourists in Loei Province through focus group discussions, questionnaires, and participatory workshops. The findings reveal that tourists are generally healthy individuals who prioritize reliable information sources. They identify "Traditional Thai Massage" and "Mekong Riverside Healing" as the district's most prominent wellness identities, deeply rooted in local wisdom and natural assets. In terms of quality management, tourists expressed a very high level of perception, particularly in the "Eat Well" dimension, reflected through seasonal local cuisine, and the "Live Well" dimension, characterized by the tranquility of traditional wooden homestays. The strategic roadmap to elevate Chiang Khan into a world-class wellness destination focuses on four key pillars: 1) Eat Well: developing health-centric menus using Mekong fish and indigenous herbs; 2) Live Well: upgrading homestays to hygiene standards while preserving cultural authenticity; 3) Fit Well: enhancing creative spaces and physical activity routes along the Mekong; and 4) Give Well: fostering environmental consciousness and responsible tourism. These strategies aim to ensure long-term community sustainability and establish Chiang Khan as a wellness destination.