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The main objectives of this research were 1) to examine the potential of Chiangmai public hospitals in correspondence with the Joint Commission International Accreditation (JCIA), so as 2) to investigate the satisfaction level of hospital service users in Chiangmai in order to 3) propose some improved development approaches to meet JCIA standards for promoting Chiangmai into a health tourism destination. The research employed a mixed method using both quantitative and qualitative techniques. With the purposive and accidental samplings, the population included 370 hospital service users and 11 executives and head officers from public hospitals, public health and tourism offices in Chiangmai. The research findings revealed that the potential of public hospitals in Chiangmai was at an intermediate level. In contrast, the satisfaction level derived from the service users was at a high level, however, the users recommended that the hospitals should be improved to meet the JCIA standard to promote Chiangmai as a health tourism destination. The research recommendations at policy are more government financial support for public health and hospitals and better improvement of public health facilities for hospital users. The practical recommendations include a hospital strategic plan that focuses on an improved potential to meet the international hospital service standard, and the hospital executive boards must pay greater attention to hospital service facilities at a sufficient level for hospital user numbers.
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