Marketing Communication Strategies of Health Tourism Case Study: Suan Lung Song, Suratthani Province

Abstract

The formulation of marketing communication strategies is of critical importance, particularly for wellness tourism destinations, which are currently gaining widespread popularity. However, there remains a notable lack of research specifically focusing on strategic marketing communication to serve as guidelines for effective communication within this sector. This study aims to investigate the problems and strategic approaches related to marketing communication for wellness tourism destinations. It adopts a qualitative research methodology, employing in-depth interviews with six key informants who are directly involved in formulating marketing communication strategies. The findings reveal that an analysis of the marketing communication potential of "Uncle Song Garden," using SWOT analysis, identifies the following: Strengths: unique natural resources, the distinctive lifestyle of the local community, a riverfront location, and access to the Hundred Canals waterway network. Weaknesses: complicated travel routes, deteriorating site conditions, and high production costs for local products. Opportunities: growing popularity of the site and products aligned with wellness trends, alongside support from government agencies. Threats: increasing market competition, shortage of skilled personnel, and the absence of effective marketing communication platforms. The study proposes five key marketing communication strategies: 1) motivating the use of products and services at the tourism site; 2) positioning the destination as a community learning center; 3) promoting sales in line with market trends through seasonal discounts; 4) building networks by providing information via telephone to tour leaders and local administrative organizations; and 5) developing personal branding of the site owner through media channels and promoting products and services via influencers. Overall, this study offers valuable insights and lessons for marketing communication practice. The findings can inform private sector development of practical communication strategies and guide public sector policy-making to sustainably support and promote wellness tourism.