UPGRADING PHUKET TO BE A WELLNESS TOURISM CENTER

Abstract

This study aimed to: 1) Analyze the opportunities and challenges associated with wellness tourism development in Phuket Province; 2) Assess the competencies of personnel engaged in wellness tourism development in Phuket; and 3) Propose a development model for positioning Phuket as a Hub for Wellness Tourism Development. A qualitative research design was employed. Data were collected using documentary recording forms, semi-structured interview protocols, and Importance-Performance Analysis (IPA) assessment forms. Data were analyzed using descriptive content analysis. The participants comprised 72 stakeholders who participated in one seminar and six focus group discussions, 14 key informants who participated in in-depth interviews, and 41 Wellness Spa operators and 45 Wellness Spa service providers who participated in the competency assessment. Participants were purposively selected from representatives of Wellness Spa businesses, high-performing enterprises, academics, government agencies, and relevant private-sector organizations. The findings revealed that: 1) The key opportunities and challenges for developing the competencies of personnel in wellness tourism development involve acquiring new skills and diversifying existing competencies to align with emerging forms of tourism; 2) Under the existing regulatory framework, two occupational positions are formally recognized: Wellness Spa operators and Wellness Spa service providers. Wellness spa operators should prioritize strengthening their knowledge and skills in Wellness Spa business management, whereas Wellness Spa service providers should prioritize knowledge and skills in Thai massage; and 3) The proposed model for positioning Phuket as a Hub for Wellness Tourism Development is the MRUN Model, which comprises Multi-Skill development, Reskill, Upskill, New Skill development, Sustainability Marketing, and Newborn workforce development to supply new personnel to the industry. The study further proposes the HEALING Model as a novel body of knowledge and an integrated framework for human resource development and service enhancement in the Wellness Spa Business in Phuket.