Factors Enhancing Cosmetic Tourism in Chiang Mai from the Thai Tourists’ Perspectives
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Abstract
The research on “Factors Enhancing Cosmetic Tourism in Chiang Mai from the Thai Tourists’ Perspectives” aims to 1) examine Thai Tourists’ perceptions on cosmetic tourism in Chiang Mai and 2) analyze factors enhancing cosmetic tourism in Chiang Mai from the Thai Tourists’ perspectives. The research employed a quantitative method with purposive samplings. The population included 400 Thai tourists who traveled to Chiangmai. Descriptive statistics and multiple regression analysis were used for data analysis. The research findings revealed that Thai tourists’ main purpose for coming to Chiang Mai was leisure. Their key mode of travel was by personal or private cars. The average length of stay was between 3-4 days and the tourists mostly stayed at hotels or resorts with expenditure of over 4,001 THB per trip. The tourists mostly agreed that Chiang Mai has its timeliness for cosmetic tourism, specifically with its beauty institutes and clinics. The multiple regression analysis highlighted that the model for factors enhancing cosmetic tourism in Chiang Mai can collectively predict the effects at 62.5 percent. Three factors are statistically significant to enhance cosmetic tourism in Chiang Mai. They are 1) beauty and medical services, 2) accessibility and convenience, and 3) sociability needs. These infer that to promote Chiang Mai’s reputation as a cosmetic tourism destination, beauty and medical service development is required, including an improved level of accessibility and convenience, notably in transportation and information and finally, the ability to respond to sociability needs of the service users.
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