The Model of Health Tourism Business Management of Thai Tourists in Chon Buri Province

Abstract

The purpose of this research article was to 1) study the factors in a model of health tourism business management of tourists in Chon Buri Province, and 2) develop a model of health tourism business management of tourists in Chon Buri Province. This is mixed-method research between qualitative and quantitative. The qualitative part used in-depth interviews with the key informants used a semi-structured questionnaire of ten representatives from the health tourism sector and the collaborative network associated with the tourism sector in Chon Buri Province. The quantitative part consisted of Thai tourists travelling in Chon Buri Province. Purposive sampling was used in 384 samples. The questionnaire which was used as the tools for data collection. Data were analysis of Confirmatory Factor Analaysis.
The results of research aimed that 1) For factor loading in the model of health tourism business management of tourists in Chon Buri Province, according to confirmatory factor analysis, it was found that the most important key factor was health tourism activities (HT), followed by amenity quality standards , accessibility , attractions , and accommodation quality standards , respectively. When considering the goodness of fit, it was found that chi-square () = 96.548, the significance level (p-value) = 0.090, relative chi-square (/df) = 1.265, comparative fit index (CFI) = 0.997, the goodness of fit index (GFI) = 0.975, adjusted goodness of fit index (AGFI) = 0.945, and the root mean square error of approximation (RMSEA) = 0.027. 2) To develop a model of health tourism business, it should focus on providing marketing communication technologies for tourism communities and health tourism business entrepreneurs.