The Guideline for Health Tourism Activities Development for Senior Tourists at Resorts in Chiang Rai

Abstract

This study aims to explore the behavior of senior tourists and identify key factors that are important for health and wellness activities in Chiang Rai's resorts The qualitative approach was employed, utilizing in-depth interviews and focus group techniques. The study involved conducting in-depth interviews with 20 tourism stakeholders and organizing six focus groups consisting of senior tourists, both Thai and foreigners. The data was analyzed by using content analysis and thematic analysis. The results indicate that Chiang Rai has significant potential for health tourism The majority of tourism stakeholders acknowledge the significance of senior tourists as a key segment for health and wellness resorts. This recognition can lead to the creation of more activities and service opportunities within the resorts. Factors that are important when choosing the health activities in resort in Chiang Rai include facility, service and communication, and interesting tourism and health activities Moreover, senior tourists' behavior can vary depending on three elements: income, time availability, and health considerations. Most senior tourists express their preference for engaging in health activities at resorts in Chiang Rai due to the beneficial effects on their physical and mental well-being. Consequently, relevant stakeholders should focus on developing and enhancing facilities to cater to senior tourists, providing staff training, promoting and supporting local health wisdom to benefit the community, and driving the business sector forward.