The Model of Health Tourism Potential Development in Ubon Ratchathani Province for Linking to the Development of the Ubon Ratchathani Si-Sotorn Cluster

Abstract

The research article consisted of the following objectives: 1) to investigate the potential of wellness tourism in Ubon Ratchathani province; 2) to develop a potential development model for wellness tourism in Ubon Ratchathani province to connect to the development of Ratchathani Sri Sothorn Cluster; and 3) to evaluate a potential development model for wellness tourism in Ubon Ratchathani province to connect to the development of Ratchathani Sri Sothorn Cluster. The study applied a mixed-method research. A sample group for the study comprised government officials, tourism entrepreneurs, local leaders, and tourists, for a total of 205 persons, who were chosen by simple random sampling. The model development experts consisted of 16 persons, while the model evaluation experts comprised of 17 persons. The research tools were questionnaire, focus group discussion record form, and evaluation form. The obtained data were analyzed by mean, standard deviation, and content analysis. From the study, the following results are found: 

1) The potential of wellness tourism is at a high level with a mean of 4.18; 2) A potential development model for wellness tourism consists of the following aspects: 2.1) On tourist attractions by developing the attractions, facilities, and public relations, 2.2) On tourist activities by developing activities promoting healthcare as well as tourism-related activities in Ratchathani Sri Sothorn Cluster. The activities should be diverse and represent the local identity, 2.3) On services through developing for modern services and ensuring service quality. Personnel skills in offering services should also be enhanced, and 2.4) On promotion and involvement, Ubon Ratchathani is being pushed forward as a center of wellness tourism through collaboration among stakeholders, as well as involvement in network building; and 3) After evaluating a model, it is discovered to be of the highest level of propriety and feasibility.