Guidelines for Health Tourism Route Management for Tourism SME Entrepreneurs to Promote High Quality Tourism in Active Beach Tourism Cluster

Abstract

This research aimed to study needs of health tourism activities of high-quality tourists in Active Beach Tourism Cluster and to propose guidelines for health tourism route management for tourism SME Entrepreneurs to promote high quality tourism in Active Beach Tourism Cluster. The investigated areas consisted of Chonburi, Rayong, Chantaburi and Trat. 400 questionnaires were distributed to foreign tourists by Accidental Sampling. The obtained data were analyzed by means of Inferential Statistics, in-depth interview, and small group discussion. In addition, big group discussion was organized with 30 health tourism stakeholders and 25 stakeholders from 4 partners connecting with tourism and the data were compiled by the implementation of semi-structure interview and were screened and classified by means of content analysis and then inductive description.

The result uncovered that Thai massage was the most interesting activity while mineral bathing was at the highest level of tourists’ behavior trends. The overall image of tourists travelling in Active Beach Tourism Cluster was Thai massage and mineral bathing. In addition,  the process to enhance health tourism route management for tourism SME Entrepreneurs comprises 4 key steps; 1) Input, 2) Process, 3) Product, and 4) Feedback.