Authors: Suwicha Komaladat
Addresses: Business Administration, Social Science Faculty, Srinakarinwirot University, 114 Sukhumvit 23, Wattana, Bangkok, 10110, Thailand
Abstract: This research study is focused on the health tourism at Raksawarin Hot Spring in Thailand. The study aims at analysing demographic factors, tourism services and expectation of stakeholders of this tourism centre. The discussion in the paper argues that an effective tourism services combined with government initiative towards management would not only help attracting tourists but also nurture the factors required for developing a sustainable place brand. The SWOT analysis of in reference to the hot spring tourism as a potential touristic destination has been conducted in the paper. Analyses of variables are carried out in the study using Porter|s diamond model and tourism cluster strength and the industry growth potential are evaluated. The study revealed that health tourism cluster of Raksawarin Hot Spring is |new wave| cluster as it is at the initial stage of development with industry potential.
Keywords: health tourism; cluster analysis; tourist behaviour; stakeholder value; place branding; tourism infrastructure; Thailand; competitive forces; development strategies; leisure marketing; tourism marketing; Raksawarin Hot Spring; demographic factors; SWOT analysis; Michael Porter; diamond model; tourist destination; hot springs.
International Journal of Leisure and Tourism Marketing, 2010 Vol.1 No.3, pp.238 - 247
Published online: 30 Nov 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article