Potential and Guidelines for Enhance Hotel Business in The Hua Hin District Area to The Wellness Hotel Based on International Standard

Abstract

This research aims to study the potential and create guidelines for enhancing the hotel business in the Hua Hin district area of Prachuap Khiri Khan Province to wellness hotels. This research is mixed methods Action Research based on Quantitative Research and Qualitative Research. Qualitative research uses in-depth interviews with entrepreneurs, executive supervisors, and hotel employees, totaling 25 people, stakeholders in both government and private sectors, totaling 5 people. Organize small group meetings for stakeholders to synthesize business development approaches based on the development of hotel potential based on stakeholder opinions. and bring the guidelines obtained from the synthesis to stakeholders to participate in the critique. Quantitative research using purposive sampling with 100 people from entrepreneurs, hotel employees, and related agencies In Hua Hin District Prachuap Khiri Khan Province. The research results found that the potential in the Hua Hin District area of Prachuap Khiri Khan Province to become a Wellness Destination has a clear direction. In terms of structure, health tourism can be responded to at two levels: 1) responding to tourists with good health even better 2) tourism to recover health. In terms of strategy, there is a direction to drive a wellness city that is in line with a sustainable tourism city. In terms of systems, there is a safe city technology system and a good medical care system. However, there is a lack of connectivity in the travel insurance system. In terms of style, it has established itself as a leading wellness destination for individuals seeking a holistic health experience. The wellness service model of a 3-star hotel is based on the area's potential. Take advantage of natural resources directly. Adapt natural resources into products and services. In terms of staff, personnel are promoted for good health. However, the staff lack of knowledge about the standard criteria for being a wellness hotel. In terms of Skills, personnel have a process for providing services, have methods, and can manage to meet the needs of elderly customers who love health. However, it is not enough to create sustainable quality. In terms of Shared values Hua Hin has great potential to become a wellness destination that aligns with corporate values ​​and culture that emphasizes holistic well-being. Guidelines for enhancing hotel business are to Develop personnel to create an understanding of the standards of being a wellness hotel. Develop health-related content on social media platforms. Create an environment conducive to healing including various signs in the hotel. Develop an attractive wellness package that includes hotel. Healthy activities and healthy food, promoting and developing the insurance system to cover tourists coming to Hua Hin, and collaborating with local health experts such as yoga teachers, nutritionists, and spa therapists. Offer guests services to enhance their wellness experience during their stay.