The Development of Wellness Tourism Activity Model for Entrepreneur Based on The Concept Of Creative Economy in Loei Province

Abstract

This research aimed to 1) examine the potential of health tourism entrepreneurs in Loei Province under the creative economy concept, and 2) develop a model of health tourism activities for entrepreneurs based on this concept in Loei Province. The research employed both quantitative and qualitative methods. The research instruments included questionnaires, focus group discussions, and semi-structured interviews. The study population comprised 50 health tourism entrepreneurs, including 20 in the accommodation sector, 18 in the wellness sector (spa, massage, herbal medicine), and 12 in the health food and beverage sector. The data were analyzed using descriptive statistics to calculate frequencies and percentages, and content analysis was applied to qualitative data gathered from in-depth interviews and focus group discussions, particularly focusing on the development of health tourism activity models under the creative economy concept in Loei Province.

The findings revealed that the majority of health tourism entrepreneurs under the creative economy concept in Loei Province were female, aged between 51 and 60 years, with a bachelor's degree, and held positions as owners and partners in their businesses. Most had established their businesses independently, receiving consultation support, and training, and gaining experience and skills through self-learning. The business models predominantly consisted of sole proprietorships across three main sectors. The health tourism activity models based on the creative economy concept included: 1) Accommodation businesses that provided spaces and activities conducive to relaxation and experiential learning, highlighting traditional Thai medicine and the use of natural, chemical-free ingredients in health food preparation (such as elemental-based diets). 2) Wellness businesses (spa, massage, herbal medicine) that incorporated traditional Thai massage techniques, using postures inspired by daily life, such as "Swan-Shin" and "Yok Hiw" movements, along with the use of minerals (such as black stone, Mekong stone) in massages. These massages applied 80%-foot pressure and 20% knee-elbow pressure, with specific massage techniques documented in a massage manual, incorporating the use of traditional Thai fabric during the massage. 3) Health food businesses that offered menus prepared from local ingredients, integrating local wisdom with Thai and Western culinary traditions, resulting in four nutritional dishes: Quiche Shiitake, Shiitake Burger, Stuffed Shiitake, and Avocado Shrimp Cocktail. It was evident that the health tourism activity models developed through this research aligned with the creative economy sectors of food and traditional Thai medicine.