GUIDELINES FOR HEALTH TOURISM MANAGEMENT AT THE HOT SPRINGS IN BAN SAMO THONG, UTHAI THANI PROVINCE

Abstract

The objective of this study was to 1) examine the travel behavior, 2) assess the potential for tourism management, and 3) explore the approaches for health tourism management at the Ban Samo Thong Natural Hot Spring in Uthai Thani Province. The research findings indicate that the majority of respondents were female, aged 41–50 years, with a secondary school education, self-employed, earning between 25,001 and 30,000 THB per month, and residing in the central region of Thailand. Regarding travel behavior, most participants had visited the site 2–3 times, primarily between October and December, traveling by private car and typically visiting with their families. The predominant activities included foot bathing and sightseeing, with expenditures generally not exceeding 5,000 THB, and the primary motivation for visiting was relaxation. In terms of tourism potential, the study revealed the lack of concrete plans for development. The areas in use included activity zones, shopping areas, garden zones, parking areas, and accommodation zones. The site is regarded as the only hot spring in Thailand located in the middle of water, offering easy accessibility. Facility management encompasses building maintenance, infrastructure, safety measures, and service quality management, with a focus on cleanliness and staff training. Activities offered include hot spring bathing, foot baths, hot spring showers, camping, and recreational activities, while environmental and cultural conservation efforts aim to minimize changes to the landscape and surrounding environment. Promotion is primarily conducted through social media and word-of-mouth marketing. The study's recommendations for health tourism management advocate for the establishment of a dedicated working committee to effectively manage the area, highlighting the unique value of the hot spring, located not far from Bangkok in the middle of water. The development of public transportation, the integration of technology in management practices, and the repair and construction of additional buildings are recommended. Basic infrastructure, including a water supply system, should be developed, with proper lighting installation and ongoing maintenance, as well as the use of modern, high-quality communication equipment. Waste management should be systematic, signage should be improved for aesthetic appeal, and security measures, such as CCTV, security personnel, warning signs, fire-fighting equipment, and first aid kits, should be implemented. Staff training should focus on enhancing knowledge and providing guidance to visitors. Service quality management should prioritize the quality of both equipment and services, while tourism activities should align with the characteristics of the hot spring, the local community's lifestyle, and the site's physical design. Conservation efforts should aim to minimize environmental changes and integrate technology to preserve the surrounding environment. Finally, advertising and promotion should primarily utilize internet platforms, with secondary efforts including billboards and event marketing.