The Ways to Promote Wellness Tourism in Muang District, Chachoengsao Province
Authors: Dharawanij Noppadol 
Published: December 2023

Purposes: There were many people travel for rest and relaxation, while a significant number of people also arrive in Thailand to address a medical need of varying urgency. Wellness tourism sits somewhere in between those two drivers of travel. It other locations, wellness tourism is often seen in the form of destination spas. This research aims to study wellness tourism in Muang district, Chachoengsao province, to study the government policy and support wellness tourism in Muang district, Chachoengsao province, and to study all private businesses which provide wellness tourism in Muang district, Chachoengsao province to increase the number of tourists and revenue to all businesses.

Theoretical Referential: The research based on the definition of tourism, the 5 components of tourism (5As) which are attraction, accessibility, amenity, accomodation, the environment of tourist attrations. The composition of the potential tourist attractions, the image of tourist attractions, SWOT analysis and TOWS Matrix, and Health and Wellness Tourism which represented the government policy cooperated with private businesses and satisfy the needs of wellness touirsts around the world.

Methodology: This research is a mixed methods: Quantitative and Qualitative research. Researcher used questionaire as a tool for quantitative research by accidental sampling 400 Thai tourists and 100 foreign tourists, 5 managers at least 5 years experinced in tour operators business and 10 tour operators staffs, 5 managers and 5 hotel staffs in hotel accomodation business, and 5 managers and 5 staffs of related service provider business. Qualitative research used interview as a tool by purposive sampling 5 heads of community in Muang district, a supervisor of Tourism Authority of Thailand and 1 staff, a director of Tourism Authority of Thailand, Chachoengsao province, and a director of tourism and sport, Chachoengsao office.

Findings: The findings a of this research were as the follows: Firstly, there are 2 main types of wellness tourism in Muang district, Chachachoengsao province which is physical and spiritual. For the physical wellness tourism is aromatherapy, healthy food, massage, and spa; the spiritual wellness tourism is monk’s chat and meditation in the temple which can relieve their tension and mind. Secondly, the government policy support both physical and spiritual wellness tourism, and the 5’A of factors represent the essential requirements of successful tourism: Attractions (x̅ = 4.33), Access (x̅ = 4.52), Accommodation (x̅ = 4.37), Amenities (x̅ = 4.23), and Activities (x̅ = 4.63) were very well to serve all tourists. Lastly. all tourists want to come for their relaxation and get the healthy both physical wellness which increasing the number of tourists and revenue to the businesses. SWOT and TOWS matrix also supported the strengths and opportuinties which challege the growth of wellness tourism of the province.

Value: These results served the need of many people travel for resting and relaxation, while a significant number of people also arrive in Thailand to address a medical need of varying urgency and wellness. Wellness tourism sits somewhere in between those two drivers of travel. Wellness tourism in Chachoengsao province not only challenge all of the top ten destinations because most of the resorts and hotels provide the wellness service in lower cost and the distance of travel from Bangkok is also very short distance but also can become the new wellness destination both physical and spiritual in Thailand.