A FRAMEWORK FOR ASSESSING WELLNESS TOURISM DESTINATION COMPETITIVENESS: A PERSPECTIVE FROM THE WELLNESS TOURISM CLUSTERS IN THAILAND

Abstract

This article aims to identify the variables that determine wellness tourism destination competitiveness using a case study in Thailand. This study outlines a suggested competitiveness framework for wellness tourism destinations based on the viewpoint of wellness tourism clusters. The study’s model illustrates the different categories and components and their relationship to competitiveness. Thirteen in-depth qualitative interviews were conducted with leading experts in wellness tourism. Thematic and content analysis was used to examine the interview data using the Nvivo 12 programme. The study identified seven emerging themes that encompass factors that affect a wellness tourism destination’s competitiveness. These factors include the destination’s environment, the area’s policy and strategy to facilitate travelling and wellness tourism, infrastructure and capability to support wellness tourism, human-made resources and culture of wellness tourism, strategy and structure for healthcare services, potential for developing innovation and cooperation to build collaborative strengths and proactive marketing. The participants’ descriptions show the existence of a comprehensive framework for assessing the competitiveness of wellness tourism destinations in the Thai wellness tourism market. The concept elucidates the dynamic complexity of wellness tourism destination competition, which is believed to guarantee success for both individual stakeholders and society.