Management model of health business in hot spring area in Krabi and Ranong provinces

Abstract

This research aimed to study the management model and problems of health businesses in hot spring areas in Krabi and Ranong provinces using qualitative research methodology. Data were collected through in-depth interviews with 18 key informants: 3 government agencies, 5 private sectors, and 10 tourists using the hot springs. The results of the study found that in terms of planning, there were clear plans and goals for developing hot springs into standard health tourism destinations. Entrepreneurs understood the potential of the area and clearly defined target groups. However, there were ongoing problems in strategic planning and marketing analysis. In terms of organizational management, there was a systematic division of responsibilities between government agencies and private entrepreneurs. The government sector oversaw standards and supported infrastructure, while the private sector focused on developing health services and activities. In terms of leadership, executives had a vision for developing health businesses and were committed to improving service quality. In terms of business promotion, there was a strong network of cooperation with local communities and entrepreneurs. However, some problems were found in terms of personnel expertise, the application of technology and innovation in services, marketing, and public relations of tourist attractions to make them widely known, which were not yet at their full potential. The results of this study can be used as guidelines for developing and improving the management of health businesses in hot spring areas, as well as information for relevant agencies to set policies to support and promote health tourism in Krabi and Ranong provinces.