Enhancing Sustainability with Network Development of Community-based Wellness Tourism in Thailand Vuttichat Soonthonsmai, Darenee Pimchangtong
Institute of Science Innovation and Culture Rajamangala University of Technology Krungthep
Sathorn, 10120 Bangkok, Thailand
Abstract
Enhancing sustainability through the network development of community-based wellness tourism in Thailand is paramount in the current global context. With the increasing popularity of wellness tourism, which aims to promote health and well-being through travel experiences, Thailand stands out as an ideal destination due to its abundant cultural heritage and natural beauty. This study focuses on the network development of community-based wellness tourism in Thailand to assess the potential integration of wellness tourism enterprises among entrepreneurs, stakeholders, integration management, and community participation, and its casual impact on the sustainability of the wellness tourism enterprise network. The research adopts a causal approach involving a sample group of 320 small and medium-sized wellness tourism entrepreneurs in Thailand. Data was collected using a questionnaire as the primary tool, and descriptive statistical analyses were conducted. The network development of the community-based wellness tourism model was established and examined using Structural Equation Model analysis. The findings demonstrated that entrepreneurs positively perceive the potential of integrating wellness tourism enterprises, stakeholders^ management aspects, and community participation. These aspects were reported to be at a high level across various dimensions. Moreover, the study reveals that the integration potential of entrepreneurs, stakeholders, and management directly and positively influenced the sustainability of the wellness tourism enterprise network in Thailand through community participation, and the model explained the variance in sustainability by 58%.
