Development of an appropriate wellness tourism management model, Thailand
Keywords:
Development of Tourism Management Model, An Appropriate Tourism Management Model, Thailand’s Tourism Management Model.Abstract
Health tourism is the government's promotion to formulate policies to drive Thailand to become a center for health tourism. To keep pace with changes in healthcare trends and promote tourism to generate income for the community. The objectives of this research were to 1) study the level of transformational leadership, digital marketing, management innovation, community involvement, and success of health tourism business management in Ranong province. 2) Study the influence of transformational leadership, digital marketing, management innovation, and community involvement that affects the success of health tourism business management in Ranong province. Moreover, 3) develop a community health tourism management model in Ranong province. This research is a combination of quantitative and qualitative research. The samples are people residing in Ranong province 380 people used the probability sampling method. Collect data by using questionnaires and analyze data with structural equations model. The qualitative research used in-depth interviews with 20 health tourism operators using purposive sampling. The research results showed that 1) the level of transformational leadership, digital marketing, management innovation, community involvement, and success of health tourism business management in Ranong province is high. 2) transformational leadership, digital marketing, management innovation, and community involvement influence the success of health tourism management in Ranong province statistically significant at .05 and 3) a successful model of health tourism business management in Ranong province. The researcher has developed a name T I D C Model. (T: Transformation leadership, I: Innovation Management, D: Digital Marketing Strategy, C: Community Involvement). In addition, qualitative research showed that to create the success of health tourism business management in Ranong province. Entrepreneurs should focus on building community members' collaboration. To develop products and services to meet the standards accepted by consumers to meet the needs of consumers in healthcare. By using local raw materials to create value. Create a community identity in order to generate sustainable income for the community.
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