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The objectives of this study were to survey on Potential of Thai Identity in Spa Business and Traditional Thai Massage toward World Class Health Tourism Sector. The researchers were used in-depth interview, and participant observation as a qualitative research instrument to understand the perspective of 130 stakeholders related to Health Tourism (spa management and Thai massage) who had been selected by purposive selection, and snowball selection technique. SWOT analysis and content analysis were also used as for the data analysis method.
The results of research 1) At present, spa and traditional Thai massage business which registered with Business for Health Division in 2017 within 5 regions comprised of 32,828 service providers, 526 shops and generated income in amount 31,000 million baht 2) The identity of each regions are as follows; 1. The identity of the North is local Lanna (Peun-baan-lan-na), The color used to represent the region is purple (butterfly pea flower), Traditional healing wisdom includes: Thai Tradition massage of Lanna, Tok Sen Massage, Yam–Kang and Ched–Hak. 2. The identity of the East is variety (kwaam-lak-lai), The color used to represent the region is blue and white, Traditional healing wisdom includes: Thai Tradition massage of Blend Thai massage and the science of the West and Abhaibhubejhr herbal products. 3. The identity of the South is Manohra dance (kru-neang-no-hra) and Southern colorful sea (see-san-ta-lay-tai), The color used to represent the
region is green ocean water color and sand yellow color, Traditional healing wisdom includes: Thai Nora massage, Tin Stone Massage, Shell Massage, and Langkasuka Massage. 4. The identity of the Northeast is Our Isan civilization (Esaan-baan-hao), The color used to represent the region is Orange brick color (Baan Chiang pottery), Traditional healing wisdom includes: Thai Esaan massage, Knead Massage, and kan-yoo-gam (Medical folk wisdom to lie near the fireplace). 5. The identity of the Central is Thainess center (soon-glaang-kwaam-bpen-tai), The color used to represent the region is Yellow Gold color, Traditional healing wisdom includes: Traditional Thai massage, Thai Royal Court Massage, Pharmacopoeia of Phra Narai, and Hermit Thai yoga Wat Pho Bangkok (ri-shi-dat-ton). 3) The potential of spa business and Thai traditional massage of Thailand were in good to very good levels. The elements of spa business such as location, human resources, identity of Thai traditional massage among five regions that supported Thailand to be the first-class health tourism destination were completely.
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