Marketing Communication to Promote Health Tourism in Samut Songkhram, Thailand

Abstract

The research aims 1) to study factors affected to tourists in making decision to visit local
markets which this study targets to promote health tourism in Samut Songkhram and 2) to study
the development of local markets in Samut Songkhram. The population and samples are tourists
who their destinations were for health tourism in Samut Songkhram, selected by purposive
sampling and convenience sampling techniques. Descriptive statistics were used to analyze data
including frequency, percentage, and standard deviation as well as inferential statistics analysis.
The results showed that factors affected to tourists in making decision to visit local markets in
Samut Songkhram were herbal products for health and beauty. The development of local
markets to promote health tourism were travel services. In addition, the marketing
communication of local tourism to promote health tourism was to organize special events.