FORECASTING HEALTH TOURISM DIRECTION IN THAILAND UNDER THE NEW LIFESTYLE POST COVID-19 CRISIS

Anantachai  Inthiraj; Smitti  Darakorn Na Ayuthaya; Wanwimon  Mekwimon Kingkaew; Sureewan  Siladlao; Niwat  Songsin; Kanokporn  Somporn; Prisna  Pianjong; Rungchai  Chaunchaiyakul

Anantachai Inthiraj Suan Sunandha Rajabhat University
Smitti Darakorn Na Ayuthaya Mahidol University, Thailand
Wanwimon Mekwimon Kingkaew Suan Sunandha Rajabhat University
Sureewan Siladlao Suan Sunandha Rajabhat University
Niwat Songsin Suan Sunandha Rajabhat University
Kanokporn Somporn Suan Sunandha Rajabhat University
Prisna Pianjong Suan Sunandha Rajabhat University
Rungchai Chaunchaiyakul Suan Sunandha Rajabhat University

Keywords: Forecast, health, new way of life Controlling the spread of COVID-1

Abstract

The COVID-19 pandemic crisis has significantly impacted both the economy and
society, particularly altering consumer behavior, and necessitating corresponding adjustments
in business operations. This research aims to study the crisis of the COVID-19 pandemic,
consumer behavior concepts, the segmentation of consumers from the COVID-19 crisis, and
consumer behavior according to the level of the COVID-19 crisis to forecast the direction of
health tourism in Thailand post the COVID-19 situation. Data were collected from Thai and
foreign tourists, health and tourism business operators, and relevant public and private sector
stakeholders, using participatory action research methodology.
Research findings suggest that policies should be established to enhance the health
status of the health tourism industry, while the government should raise public health and safety
standards and formulate marketing policies. Distribution channels should be diversified to
facilitate easy access to various tourism destinations, restaurants, souvenir shops, etc., such as
maintaining customer contact databases and using apps for ordering products. An information
system for national tourism integration should be developed, involving all stakeholders in the
health tourism industry, to support and promote health tourism through online platforms as a
means of connecting with international platforms to market massage and wellness products.
Short-term management systems should be implemented to stimulate domestic health tourism
and enhance the adaptability of health tourism businesses, ensuring their sustainable operation.
Furthermore, national health tourism development should be aligned with the country's overall
tourism development policy, and government agencies should be specially established to lead
policy and strategic integration to drive sustainable health tourism.