Analysis of Opportunities and Guidelines for Health Tourism Potential Development of Natural Hot Spring and Community-Based Tourism in Chiang Mai Province: Implementation for the New Normal for Tourism
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Abstract
The research aims to analyze the opportunities and provide guidelines for health tourism potential development of natural hot spring and community-based tourism in Chiang Mai Province to support the new normal for tourism, by collecting data from interviews with population of 484 samples, including government agencies, private sectors, local authorities, tourist communities, and domestic tourists along with the interview to analyze descriptive statistics as frequencies and percentages. SWOT analysis and TOWS matrix strategy were determined. By 98 people (20.25 percent) of interviewees, it was found that the most important strength was the abundance of natural resources. The most significant weaknesses were tourism standards and SHA standards, with 101 people (20.87 percent) of interviewees. The most significant opportunity was found to be hydrotherapy and the community revenue creation, with 102 people (21.07 percent) and 99 people (20.45 percent) of interviewees, respectively. The most important threat was the Covid-19 pandemic, with 108 people (22.31 percent) of interviewees. Based on community potential, the study creates operational strategies consisted of 1) public sectors, including (1) policy makers linking hot spring attractions, (2) budget allocation, (3) basic utilities, (4) creating policy linked between hot spring attractions and other health tourism attractions (5) tourist control and (6) communication plans, 2) private sectors, including (1) connections with hydrotherapy tourism, (2) newly created and designed tourism activities, and (3) partnerships with local communities, and 3) community sectors, including (1) identity and identity establishment focusing on hydrotherapy, and (2) connections with hydrotherapy tourism.
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