The Behavior of Thai Tourists in Wellness Tourism at Khung Bangkachao, Samut Prakan, Thailand

Abstract

This research investigates the wellness tourism behavior of Thai tourists visiting Khung Bangkachao, Samut Prakan, and proposes development guidelines aligned with their needs. A quantitative approach was employed, and the sample consisted of 400 Thai tourists who visited the area. The sample size was determined using Cochran’s (1997) formula for an infinite population with a 95% confidence level and a 5% margin of error. Convenience sampling was used, with screening criteria that ensured participants had engaged in health-related activities such as recreation, cycling, nature-based relaxation, or other wellness-focused experiences. Descriptive and inferential statistics were used to analyze the data. The results reveal that most respondents were female, aged 44–58, single, had a bachelor’s degree, and worked in private companies, with monthly incomes of 20,000–30,000 Baht. Most participants had visited Khung Bangkachao more than once (typically three times), primarily for relaxation, and usually traveled with family members using private cars. Online platforms were identified as their primary sources of information about the destination. The findings also show significant relationships between demographic factors and visit frequency (p < 0.05), particularly age, marital status, education level, occupation, and monthly income. The study highlights the need for wellness tourism activities that align with tourists’ behavioral patterns and expectations. Moreover, the development of Khung Bangkachao’s tourism elements should address all core components attractions, accessibility, facilities, accommodation, people, services, and activities to effectively support diverse tourist needs. These insights contribute to the design of urban nature-based health tourism experiences and strengthen Khung Bangkachao’s potential as a model urban green wellness tourism destination.