Guidelines for Marketing Communication Development of Health Tourism at Samoeng District and Mae-On District in Chiang Mai Province

Abstract

          The objectives of this research were to study 1) tourist behaviors of health tourism in Chiang Mai province 2) the marketing communications towards the trends in health tourism behavior in Chiang Mai province  and 3) the relation between health tourism activities and  the trends in health tourism behavior in Chiang Mai province. A quantitative research method was conducted via interviewing 600 tourists through questionnaire with convenience sampling method. The data was analyzedby using frequency, mean, standard deviation and  Pearson’s correlation coefficient.

          Thefindings of tourist bahaviors showed that most tourists used private cars for travelling and came with friends. The purpose of travelling is to relax. For the test of the relationship betweentourists’activities and future traval intentions, it has been found that  healthy foodand beverage activities is associated with thier future travel intentions. While the study of factors that determine tourist behavior intentions found that family, friends and acquaintance were the most impact on tourist behavior intentions. The result suggested that the entrepreneur should present the creative, unique and outstanding communication contents to the right target audiences that can influrence the tourists’ travel decisions