A COMMUNITY-BASED HEALTH TOURISM MANAGEMENT MODEL BASED ON PHYSICAL ACTIVITY AND EXERCISE: A CASE STUDY OF CULTURAL TOURISM, BUENG KAN PROVINCE

Abstract

This study aimed to (1) examine the general conditions and management problems of community-based health tourism destinations based on physical activity and exercise, (2) analyze the development potential of tourism areas toward community-based health tourism, and (3) propose an appropriate management model and development guidelines for community-based health tourism based on physical activity and exercise. This research employed a qualitative approach. The key informants consisted of 60 participants selected through purposive sampling and divided into two groups: 30 community representatives and tourism stakeholders, including community enterprise members, herbal groups, homestay operators, temple committees of the Phu Thok cultural tourism site, and tourists; and 30 local administrators and community leaders, including subdistrict administrative organization executives, village headmen, and leaders of homestay and community enterprise groups. Data were collected through structured interviews and focus group discussions and analyzed using content analysis.

          The findings revealed that:

          (1) The Phu Thok cultural and religious tourism site possesses significant potential in terms of natural resources, religious value, and local herbal knowledge. However, tourism management lacks a clear management framework, tourist activities remain limited, and income distribution within the community is uneven.

          (2)The area and community also demonstrate strong potential for development into community-based health tourism, as physical activities such as mountain walking and nature exploration naturally occur within the tourism experience.

          (3) The appropriate development approach should transform cultural tourism into health-oriented tourism by integrating physical activity as a core component of tourism experiences.