The Analysis Tourist Perceptions and Related Studies on Health Tourism in Chiang Mai: Toward Sustainable Health Tourism Development

Abstract

This documentary research aims to: 1) study tourists' opinions towards health tourism in Chiang Mai Province, 2) study research related to health tourism in Chiang Mai Province over the past 10 years, and 3) synthesize related research to compile guidelines for promoting health tourism in Chiang Mai Province. The documentary research methodology involved collecting secondary data from the TripAdvisor website, categorizing opinions into positive and negative, and analyzing data from documents, research papers, academic articles, educational reports, and health tourism policies over a 10-year period from 2015 to 2025, using content analysis. The research findings revealed that Chiang Mai Province has potential for health tourism due to its natural resources, local culture, and internationally recognized spa services, herbal products, and traditional Thai medicine. Key factors influencing development include government support, cooperation from the private sector and local communities, as well as the use of digital technology for promotion. However, problems were identified in integrated management, insufficient skilled personnel, and a lack of clear long-term development plans. The recommendation is to develop an integrated health tourism strategic plan, linking government agencies, the private sector, and local communities. Furthermore, knowledge and health service standards should be developed to meet international criteria, promoting health tourism in its environmental, cultural, and economic dimensions to position Chiang Mai Province as a sustainable health tourism hub in the region.