THE BEHAVIOR AND DEMAND OF WELLNESS TOURISM SERVICES BASED ON THE CONCEPT OF CREATIVE ECONOMY IN LOEI PROVINCE

Abstract

This research aimed to 1) study the behavior of wellness tourists according to the concept of creative economy in Loei Province; 2) study the needs for receiving wellness tourism services according to the concept of creative economy in Loei Province. The research tool was a questionnaire the sample in the study was the medical tourists traveling in Loei Province that was unable to specify quantity. Therefore, a sample size of 400 persons was determined by using the Cochran (1953) formula, a simple sampling method. Descriptive statistics were used to analyze the data, including frequency distribution, percentage, mean, and standard deviation. The results of the study found that the main purpose of traveling was to visit relatives and friends. The favorite tourist attractions were historical tourist attractions such as temples, historical sites, museums, historical parks, etc., They traveled during holidays as family trip. Factors affecting interest in wellness tourism formats were the safety of tourist destinations. A popular way to find wellness tourism information was to find information from the Tourism Authority of Thailand. Most agreed that the form of wellness tourism, which was suitable for Loei Province, was mineral bathing (Spa) services (mineral bathing services in mineral springs, springs, fish spas, or milk baths). The results of the data analysis of interest data in the form of wellness tourism activity type was that overall respondents were interested in wellness tourism activity type. Wellness promotion tourism was at a high level. When considering each issue and sorting the average value from highest to lowest, it was found that watching demonstrations/learning and practicing traditional Thai massage methods was at the highest level, followed by traditional Thai massage services according to massage programs in various service centers, and inhaling the aroma from essential oils that spread throughout the area, and treat various symptoms.