Integration of International Standards (the GHA WellHotel and GBAC STAR Standard) and Thainess Services for Wellness Tourism: An Onion Model Approach
Keywords:
Wellness tourism, International standard, Thainess, Health promotion engagement developmentAbstract
Wellness tourism has seen growing global interest, particularly in the aftermath of the COVID-19 pandemic, which heightened tourists' awareness of health, safety, and hygiene. As Thailand seeks to reposition itself as a leading wellness destination,
the integration of international standards with culturally distinctive services is essential. This study explores how two internationally recognized standards—the GHA WellHotel and GBAC STAR—can be harmonized with elements of “Thainess” to develop a high-quality, hygienic, and culturally immersive experience for health-conscious travelers. Employing a mixed-methods approach, this research
aimed to (1) develop a prototype hotel or wellness establishment offering sports and spa services that meet both GHA WellHotel and GBAC STAR certification criteria, and (2) integrate Thai identity into these services. Data were collected from 242 participants, including hotel executives, employees, entrepreneurs, consultants, academics, and tourists, through surveys and in-depth interviews. Findings revealed
exceptionally high levels of organizational commitment among employees, particularly in terms of work effort. Customer satisfaction with the prototype hotel was also at the highest level, reflecting evolving tourist preferences that prioritize
health, safety, and cultural authenticity. The prototype, developed through a synthesis of qualitative and quantitative data, is conceptualized using the “Onion
Model,” comprising six interconnected layers. This model illustrates how the integration of global standards and Thai service identity can contribute to the sustainable advancement of wellness tourism in Thailand.
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