Marketing Strategies for Promoting Wellness Tourism in Khon Kaen, Thailand

Author : Kulpreeya Sricharoen

Abstract :The purpose of this study was to examine the development and future prospect of wellness tourism in Khon Kaen province of Thailand, using semi-structured interviews and non-participant observation. Wellness services such as Thai massage, herbal therapy, yoga, and cultural activities are offered to both domestic and international tourists seeking relaxation and health benefits. In addition, customer support services and service adjustments as appropriate are provided as part of the integrated wellness offering. The non-participant observer findings supported the interview data in that, both felt that there was genuineness and cultural specificity of wellness experiences. The application of a strategic analysis using the 4Ps and SWOT frameworks demonstrated that Khon Kaen had desirable attributes (rich culture, value for money, emerging infrastructure) as a regional wellness tourism destination as well as areas requiring improvement. Strategies such as service coordination, multilingual communication and focused marketing will enable the sector to meet a global clientele more effectively. In addition, wellness tourism simply cannot take hold and build to a significant market size without some level of official support

Keywords :Development and Prospects of Wellness Tourism in Khon Kaen, Thailand

Conference Name :International Conference on International Marketing and Business Strategy (ICIMBS-25)

Conference Place Pattaya, Thailand

Conference Date 11th Sep 2025