A Study of the Environment of Wellness Tourism Context to Promote in the Eastern Economic Corridor

Abstract

This research article aimed to study the context influencing market competition and health tourism promotion in the Eastern Economic Corridor at the international level. It was a qualitative research. Data were collected using in-depth interviews and focus group discussions. There were groups of 5-10 key informants, representatives from each province, consisting of government agencies, private sectors, tourism operators, community representatives, and tourism academics. The results of the research revealed that the strengths of the Eastern Economic Corridor were the potential of the area in terms of tourist attractions and health services. Health activities were standardized. The image has been accepted by both Thai and foreign tourists. There were innovations in equipment and modern health treatment processes that were known abroad, distance near the capital, having international standards of cleanliness and safety, having availability of tourist service locations. Many communities had the potential to manage tourism. Tourism entrepreneurs were strong. Weaknesses were the connection of tourist attractions. The image of the deterioration of tourism resources lacked the promotion of tourism knowledge, community identity, promoting the relationship between the community and the service sector, insufficient health tourism personnel, efficiency in marketing communications and integration of tourism information. Opportunities to promote health tourism were the growth rate of the number of tourists and continuous income. There were transport and logistics potential. Trends of tourist demand were consistent with the potential context of the area. Public and private agencies were interested in joint development of the area. There was support from the local education sector. The aspect of the obstacles to development was solving the degradation of urban areas, lack of continuity in government promotion, environmental and pollution problems, problems of balancing management of tourism areas. The competition in the health tourism market was high. There was lack of clarity from the government regarding guidelines and standards for health services. There were still many inferior tourist images, and the problems of the spread of the corona virus-19.