Guidelines for The Development of Thai Traditional Medical Tourism for Domestic Tourists After The COVID-19 Pandemic

Abstract

The objectives of this study were to: 1) Study the supply chain of entrepreneurs and 2) Propose guidelines for the development of Thai traditional medical tourism. The method of this research consists of two types of research methods which are a qualitative research by collecting primary data. As for the qualitative research, it studied of supply by implementing in-depth interviews method focusing on a specific sample group including logistics specialists such as Confederation Director Thai Federation On Logistics, Travel Service Standards Specialist, Phataravej Siam Clinic and Phataravej Siam Thai Traditional Medicine School, Purita Thai Massage School Administrator, PHiPhi Coral Company Tour Operator and Consultant Federation Thai Spa and The Westin Grande Sukhumvit Hotel. The data collection of quantitative research was a study by questionnaires. There were 488 local tourists as a sample group who were served by Thai traditional medical tourism. Afterwards, the data collection of qualitative and quantitative research were combined in order to conduct group discussions with relevant targeted groups. Specific specialists were identified, including logistics and supply chain, health tourism and Thai traditional medicine, and entrepreneurs. To set guidelines for the development of Thai traditional medical tourism. The result of the research has shown that 1) Thai traditional wellness tourism is characterized by its Thai identity and uniqueness especially, Thai herbs and authentic massages of each region. For example, the northern region represents Lanna medicine recipes. “Tum Hayahari Punchai” shows the symbol of Central Region. Whilst, identity of Isan Civilization is presented in Northeastern region. Ban Hao, Eastern Region is a sign of blending Thai traditional massage and western. Moreover, southern sciences raises the identity of Langkasuka massage. Tourists pay attention to the most relevant factors as follows: activities in the supply chain are herbal products, service quality is trust, efficiency in tourism logistics is customer service and the competitive advantage is efficiency. 2) Guidelines for the development of tourism can be a new way of life after Covid-19 pandemic which is presented 3 approaches: (1) Thai traditional medicine attracting social conservation tourism (2) Medical activity tourism “The Next Normal” Thai Plan for Economic Sustainability and (3) Sustainable Herbal Ecotourism.