Guidelines for Developing Thai Herbal Tourism Attributes in Prachinburi Province to Enhance the Destination toward High-Quality Tourism

Abstract

          This research article aimed to (1) investigate the key characteristics of Thai herbal tourism in Prachinburi Province through the application of the grounded theory methodology, and (2) propose strategies to enhance Thai herbal tourism in Prachinburi Province toward becoming a high-quality tourism destination. The study employed a two-phase qualitative research design. In Phase 1, data were collected through in-depth interviews and non-participant observations with 17 key informants and analyzed using the grounded theory approach. In Phase 2, a policy-oriented study combined with focus group discussions was conducted with the same 17 key informants to validate the findings from Phase 1 and to formulate recommendations for the development of high-quality tourism. The data were analyzed using content analysis.

           The research findings revealed that: (1) the essential characteristics of Thai herbal tourism included wellness and safety standard, learning in holistic herbs, interactive tourism activities, local wisdom, experiential herbs, and nutritional cuisine. (2) The strategies for advancing Thai herbal tourism in Prachinburi Province toward a high-quality tourism destination comprised of building tourist confidence in the value and quality of services, promoting the management and preservation of indigenous knowledge, enhancing destination identity and recognition as a premier Thai herbal tourism hub, empowering communities toward sustainable self-reliance, and encouraging local entrepreneurs across all sectors to integrate herbs into the development of high-quality products and services.