Policy Administration of the Beauty Economy and the Enhancement of Wellness Tourism Thailand in the Digital Era

Abstract

This article aims to examine the governance of beauty economy policies and the promotion of wellness tourism in Thailand in the digital era. The study employs a systematic literature review, analyzing research studies and academic documents related to wellness tourism policy, the beauty economy, and digital transition within the Thai context. The conceptual framework integrates the beauty economy concept, the wellness tourism concept, theories of public policy administration in the digital era, and the sustainable tourism development framework. Thailand has strong potential to become a regional hub for wellness tourism, supported by its cultural heritage, an effective healthcare system, and clear government policies. Since 2003, the Thai government has implemented Medical Hub and Wellness Hub policies and promoted the country as the “Spa Capital of Asia,” applying digital strategies through the 5-e framework, comprising e-Government, e-Industry, e-Commerce, e-Education, and e-Society. Digital transformation plays a crucial role in upgrading the industry, as a smart digital ecosystem integrating technologies such as artificial intelligence, the Internet of Things (IoT), and geographic information systems enhances service efficiency and safety. The findings indicate that Thailand has strong potential to become a regional hub for wellness tourism, supported by its cultural heritage, an effective healthcare system, and clear government policies. Since 2003, the Thai government has implemented Medical Hub and Wellness Hub policies and promoted the country as the “Spa Capital of Asia,” applying digital strategies through the 5-E framework, comprising e-Government, e-Industry, e-Commerce, e-Education, and e-Society. Digital transformation plays a crucial role in upgrading the industry, as a smart digital ecosystem integrating technologies such as artificial intelligence, the Internet of Things (IoT), and geographic information systems enhances service efficiency and safety. The study proposes an integrated multilevel conceptual framework that illustrates the linkages among public policy, the beauty economy, wellness tourism, and digital transformation through integrative mechanisms, including multi-stakeholder collaboration, public–private partnerships, and community participation. It also outlines a digital transition pathway consisting of three stages: traditional, transitional, and fully digital models. Key challenges include urban–rural disparities in service certification and quality, shortages of digitally skilled personnel, and insufficient investment in digital infrastructure. The study concludes that future success depends on integrating local wisdom with modern technologies, continuous human resource development, and effective collaboration among the public sector, private sector, and communities to achieve sustainable and equitable industry development.