Abstract

Tourism is an important sector that generates economic income in Thailand, and revenue is obtained from seaside tourism, wellness tourism and cultural tourism. Hot spring wellness tourism is gaining more attention and popularity among tourists. Therefore, through the use of a SWOT analysis, the TOWS matrix-based analytical hierarchy process (AHP), semi-structured interviews, and a focus group with 67 stakeholders, this research investigates the guidelines for the promotion and development of hot spring wellness tourism. The study found that the development approach can be divided into four dimensions: 1) Demand-side development focuses on promoting tourism through the use of various media and by creating an identity through tourism publicity, as well as generating income for people in the community and developing an international tourist destination focusing on promoting wellness-conscious tourists. 2) Supply-side development focuses on improving the quality of the hot springs tourist destination, improving the landscape to accommodate a full range of tourists, and developing tourist attractions and new tourism activities, including the development of tourism links with other sectors. 3) The mechanism development side focuses on the development of a comprehensive tourism management system and the determination of the appropriate utilization zones of tourist attractions. 4) Service quality development is based on an important objective, namely, the development of tourism personnel that meet international standards to support the expansion of tourism in the future and the development of first aid and security systems.