4E’S Tourism Guidelines For Health Promotion Tourism In Bang Kachao Community, Samutprakan Provnice

Abstract

                 Bang Kachao Community in Samut Prakan Province has considerable potential as a health promotion tourism destination due to its abundant natural resources, traditional lifestyle, and tourism activities that reflect the community’s unique identity. This study aims to propose 4E’s tourism guidelines for health promotion tourism in Bang Kachao Community. The findings reveal that experience creation is a key factor influencing tourist satisfaction, as visitors place high value on activities connected to nature, community lifestyles, and local wisdom. Regarding value exchange, tourists perceive the costs incurred as worthwhile compared to the benefits received from tourism activities, services, and community products. This reflects price transparency and the sincerity of the community, which contribute to trust building. In terms of accessibility, tourists report convenient transportation and easy access to tourism information through online platforms. Additionally, relationship building plays a significant role in fostering tourist loyalty, as the friendliness and attentive service of community members strongly influence tourists’ intentions to revisit and engage in positive word-of-mouth communication. These factors represent the distinctive strengths of Bang Kachao Community. This study employed a quantitative research approach using purposive sampling with 400 respondents. Data were collected through questionnaires and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The findings suggest that the 4E’s concept is essential for the development of health promotion tourism, particularly in creating experiences linked to community lifestyles, culture, and the environment. This study provides practical guidelines for sustainable tourism development and supports the enhancement of repeat visitation while promoting income distribution within the community.