Strategic Adaptation of Thailand’s Health and Wellness Tourism to Meet the Demands of the Chinese Market
Keywords:
Wellness tourism, Chinese tourists, Tourism development, SWOT Analysis, PEST AnalysisAbstract
Wellness tourism is a rapidly growing trend, especially among Chinese tourists who seek healthcare services, anti-aging treatments, and physical rejuvenation. Thailand is regarded as a global hub for health tourism due to several key strengths, such as internationally accredited medical services, cost-effectiveness, and a distinctive health-related cultural identity. However, the industry still faces challenges from regional competition, workforce limitations, and the need for sustainable development. This study employs SWOT and PEST analyses to examine the factors influencing Thailand’s health tourism sector and proposes strategic development approaches. These include the development of innovative services, the adoption of digital technologies, the enhancement of service standards, and the establishment of collaborative networks with China. These measures are crucial for strengthening Thailand’s potential to become a sustainable leader in health tourism in the region.
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