Sustainable Health and Wellness Tourism Development of Ban Phon Rang Hot Spring in Ranong Province, Thailand

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1 Sustainable Health and Wellness Tourism Development of Ban Phon Rang Hot Spring in Ranong Province, Thailand Veerada Somphoch Student Master degree Naresuan University Abstract The objectives of this research were to study the environments of Health and Wellness Tourism of Ban Phon Rang (BPR) hot spring in Ranong Province as well as to conduct a SWOT analysis of BPR hot spring and to propose recommendations to develop BPR hot spring to become an international sustainable health and wellness tourism destination. Both quantitative and qualitative methods were used with this research to respond to the thesis objectives. The study populations were 1) two of international health and wellness hot spring destinations case studies which included Peninsula hot springs in Victoria, Australia and Guguan Park hot spring in Taiwan, both revealed its tourism components through secondary data 2) seven Ranong government and commercial organizations representatives such as Ranong Provincial Office, Public Health Office, Ranong Tourism and Sport Office, Ngao National Park Administrative Office, Ranong Tourist Business Association etc. these groups of populations were used as focus group technique to discuss for SWOT of BPR hot spring and to recommend sustainable development approaches 3) a set of questionnaire to be used with the last group of 400 Ranong population who act as a stakeholder in sustainable health and wellness tourism development which consisted of 3.1) public organizations in Muang district 3.2) private and business enterprises such as hotels, resorts, spas, restaurant and shop owners 3.3) local people who live in six sub-districts by area of BPR hot spring sites where is Muang district 3.4) BPR hot spring visitors. In terms of international health and wellness destinations, the research found that hot spring or thermal spring with its mineral content has important roles from the past until now via recorded history or beliefs. Some successful countries have been developing their hot springs sites under the environments of health and wellness tourism that included physical, health, business, social, psychological and regulatory environments. As well as the result from SWOT analysis and questionnaires, found that the sustainable health and wellness tourism development of BPR hot spring should be planned appropriately with its natural attractive resources: the mineral hot spring according to the health and wellness tourism trends that travelers are seeking from different places for new natural experience to maintain health and life wellness. Keywords: Health and Wellness Tourism, Hot Spring, Mineral Water, Sustainable Thermal Spring 660 BANGKOK UNIVERSITY RESEARCH CONFERENCE

2 1. Introduction Ancient health, wellness, and Spa were frequently linked to natural hot mineral springs and this association was often based on belief in the healing power of water (Cooper, 2009). Now a day the health and wellness tourism is counted as the fastest growing tourism sector according to the awareness of personal wellbeing, baby boomer improving their health, life style management and a choice of preventive therapies on a personal level. These widely increased motivation to seek out wellness benefits from hot mineral springs as its offer a relaxation and health benefits in addition to the traditional holidays and travel within a new emerging market. This is the market of wealthy people who wish to combine their holidays with a good health and well being. In Thailand since the economic recession by the year the Tourism Authority of Thailand (TAT) has launched the strategy of health tourism to attract international tourist by promoting Thai Traditional health care such as Thai massage, spa and now with the Thailand s Natural Hot springs campaign. The values and benefits of hot spring draw to this research to study its significance in relations of health, wellness and medical tourism; the natural hot spring is there to act as a key of successful development of health tourism to attract both domestic and international tourist to choose Thailand as their destination for health and holidays. Hence it should be awesome for all tourism participants, stakeholders to enhance the appropriate international standard development plan. BPR hot spring has natural geographic environment, tourism resources and community participation that should be integrated within a development plan in order to become a successful destination in sustainable health and wellness hot spring tourism. A city of minerals and hot springs is an ordinary Rae-Nong or now Ranong province slogan, it was confirmed and accepted that the quality of Ranong s mineral water containing a lot of good chemical and biological components to fulfill medicinal purposes (Office of Tourism Development). Ban Phon Rang hot spring is one of Ranong s natural hot springs sites located in area of Ngao National Park. It is enriched of natural environments such as flora, fauna and waterfall. There are 7 built bath tubs to preserve the mineral water from hot spring sources for visitor to soak in mineral water, these bath tubs are located along a small canals where people can jump into fresh water, enjoying its natural and peaceful atmosphere. However it has been noticed that many of Ranong organizations are attempting to implement the strategy of Ranong as a health and wellness tourism destination with mineral hot springs but the number of tourist is not increasing as much as it has been targeted in the plan, almost every international tourist stay one overnight in Ranong city then leave in the next morning to go to islands. This research aims at proposing the recommendations of sustainable development plan to make BPR hot spring to become an international health and wellness hot spring destination. This case study can be applied and implemented for other natural hot springs in Thailand in the near future. BANGKOK UNIVERSITY RESEARCH CONFERENCE 661

3 2. Objectives 1) To study the environment of health and wellness tourism in Ban Phon Rang (BPR) hot spring, Ranong Province 2) To conduct a SWOT analysis of Ban Phon Rang (BPR) hot spring to become an international health and wellness hot spring destination 3) To propose recommendations for sustainable health and wellness tourism development of Ban Phon Rung (BPR), hot spring in Ranong Province 3. Literature Review The World Tourism Organization has accepted the below definitions as part of health tourism as a niche has emerged and has rapidly grown to become an industry where people travel long distance to other place to obtain medical. The definition of Health and Wellness tourism are able to presented in a guideline based on the use of hot and mineral springs, spa and wellness centre by segmented with individual discussed by Cooper and Cooper (2009) for example 1) health and wellness 2) tourism, health tourism, wellness tourism, medical tourism 3) hot and mineral spring and 4) and mineral composition and geological background of the springs Some segmented mentioned are used as an outline of this research. Cooper and Cooper (2009) provided a definition frame with similarity and indicate all with optimal well being combined vitality, strength, fitness and stamina with definition of health that cited by the World Health Organization and to be applied with five aspects of tourism environment Swarbrooke (1999) the Health and Wellness Spa tourism environments are presented. Health Environment Facilities Treatment Results Social Environment Host community Tourist community Culture of spa and wellness Physical Environment Natural setting, Water sources Built Environment, Infrastructure. Bath tubs, Technology Health and Wellness Spa Tourism Environment Regulatory Environment Development Plans, Health regulations Business regulation Business Environment Visitor patterns Service Ancillary Goods, HRD, Financial Environment Psychological Environment Wellness, Tourist Behavior Values of Experiences Figure 1: Environments of health and wellness spa tourism Source: Cooper & Cooper (2009) 662 BANGKOK UNIVERSITY RESEARCH CONFERENCE

4 Harahsheh (2002) wrote and referred in his curative tourism research that there are contemporary drivers in the health tourism market, which add to the attractiveness of the sector Pollock and William (2000) same as Ikkos (2002) described as follows: 1) A shifting in consumer values as customer have more interest in improving their physical, psychological and spiritual well-being, seeking for non monetary need and values such as higher quality of life. 2) The increased stress from work load, therefore vacation is required as to escape work stress. 3) The older population is increasing. As this portion of the population would like to spend their retirement in this type of medical tourism as they believe that this will help decrease anybody disorder such as rheumatism, arthritis and skin diseases. 4) Health Care expense is quite high in some developed countries with long wait list. This turns to be the marketing point of pull factor of some countries positioning their image in health tourism industry and their positioning in the market. 5) The emergence of environment that people nowadays are seeking for balance between nature and human being as for a sustainable and manage their activities such as a travel. Health and Wellness Tourism Destination To manage destinations and site, Smith and Puczko (2009) stated that there are generic management issues common to all forms of health tourism and specific to different subsector including location, design and atmosphere of health environment. The basic fundamental issues of managing destination is relating to organization, human resource, operations and quality of services. Within two different angles of geographic and asset, For National level, the responsibility of state authorities and office to is to prepare the National Health, wellness or medical tourism strategies and development plan with state direction and plan, monitor and certify services provided in each destination, financial fund from banks, the department of tourism promotion or campaigned for health and wellness tourism. Some voluntary schemes also run to provide and set up association for recognition. For regional and local level Smith and Puczko (2009) further discussed in a different term of each area base either on administration or geography or culture. However from the point of view of tourism the attraction is various considered and related services, the management organization is very important for example in some countries such as Switzerland or Germany, the special management organization is for that destination to ensure and responding all elements such as marketing, co-operation and all aspect of health and wellness services. In some destination with regional level is managed on cluster based on a certain activity in which all interest parties involved from public, private and voluntary and local management (Smith and Puczko, 2009). Natural Mineral Hot Spring According to Cooper and Cooper (2009) described the origins of hot mineral spring is the nature flow of water from the ground which can occur when geologic, hydrologic or human forces cut into the underground layers of soil and rock where water is circulating thus allowing the water to rise to the surface under pressure. Some scientific evidence that minerals obtainable BANGKOK UNIVERSITY RESEARCH CONFERENCE 663

5 from certain springs have special properties which can cure or ease the symptoms of various ailments, the tourism industry has sought to deploy these resources to attract more domestic and international visitors. The recent increase in public awareness of the importance of good health has provided an incentive for countries to develop their mineral spring resources. Because heated water can hold more dissolved solids, warm and especially hot springs also often have a very high mineral content, containing everything from simple calcium to lithium, and even radium. Because of both the folklore and the claimed medical value some of these springs have, they are often popular tourist destinations, and locations for rehabilitation clinics for those with disabilities The amount of water that flow from spring depends on several factors, including the size of spaces within rock, the water pressure in the aquifer, the size of reservoir basin and the amount of precipitation that is necessary to replenish the aquifer. Also they presented the variation of and classifications of mineral hot spring water in various countries according to individual terms used and the finding from different discipline of scientist and researchers, hence it led to non of universal definition. Table 1: The Use of Mineral Hot Springs for Health and Wellness Applications Hot Spring Destinations Water Temperature Water Composition Benefits to human body Ban Phon Rang (BPR) Ranong, THAILAND Penninsula AUSTRALIA Guguan, TAIWAN C Basic/alkaline water 8pH, Fluoride-high, Calcium-3.0mg/l Sodium-45.3mg/l Potassium-3.1mg/l Sulphate-44.9mg/l C Sulphur spring; sodium, chloride, bicarbonate 48 0 C Carbonate springs ph Strengthen bones and teeth - Maintain ph balance of body - Aid the neurological system Improve excretory and skin conditions - Rheumatism, arthritis, central nervous system, orthopaedic, gynaecologic disorders - Heritage of Japanese Onsen culture. Therapeutic effects for arthritis, stomach diseases Sources - Thailand s Natural Hot Springs, Office of Tourism Development - The Department of Mineral Resources, Thailand - Cooper & Cooper (2009) - David Hsu, The China Post The following are a few reveal of the Natural Hot Springs attractions with combining of natural resource environment and basic mineral content is definitely a common thread: 1) warm spring water 2) benefits for health and wellness 3) healing therapies 4) health improvements 5) medically respected (especially Europe) 6) beneficial mineral content 7) change of scenery 9) natural environments, idyllic landscapes 10) authentic hot spring water 11) no addition of chemicals 12) friendly socializing 13) relaxation and time out in peaceful surrounding 14) modern 664 BANGKOK UNIVERSITY RESEARCH CONFERENCE

6 comfort, luxury and safety 15) historical significant 16) traditional atmosphere, ambience 17) architectural heritage sites and 18) eeothermal phenomena found in many hot spring areas are tourist attractions, even if not used for bathing (geysers, mud pools, boiling ponds) Sustainable Tourism Development Sustainable concept has been applied into the tourism industry in various definitions sustainable tourism: meeting the needs of present tourists and hosts while protecting and enhancing opportunities for the future (Zoltan and Lorant, 2007). Thus, sustainability in the context of tourism means regulating the use of tourist resources so that they are not consumed depleted or polluted in such a way as to be unavailable for the use by future generations of tourists. This form of sustainable tourism, oriented toward the viability of tourism industry, is referred to as the economic sustainability of tourism or tourism imperative Holden and Ewen (2000) in order to achieve this, the primary aim of tourism development is satisfying the needs of tourists and other players in the industry. Within key elements in the Brundtland that approached for sustainable development are that it should; 1) maintain ecological integrity and diversity 2) meet basic human needs 3) keep options open for future generations 4) reduce injustice 5) increase self-determination 6) sustainable tourism is one approach to development of the tourism industry designed to provide a context that can guide choice, bring together stakeholders so they act in a common interest and help decision-makers in develop tourism industry in different forms of tourism according to the location, tourism resources and the interests however vary form, sustainable tourism must curtain positive impacts of tourism to contribute in development the destination. 3.1 Related Literatures Chaturongkavanich, S. (1997) studied for the Investigation of Geological and Geophysics: Hot Springs, Muang District in Ranong Province. The investigation was hold to achieve the cooperation between the department of Natural Mineral Resources and Ranong Provincial Project. There were 4 hot spring areas to be studies: 1) Wat Thapotharam now it s called Raksawarin (RN1) 2) Ban Thung Yo (RN2) 3) Ban Phon Rang (RN3) 4) Khlong Bangrint (RN4). Jirapatakul, P. (2006) studied about the Development Planning of Sustainable Ecotourism in Ranong Province. The research found that the outstanding natural resources of Ranong are the hot spring, the Grass Mountain, Koh Chang and Koh Payam. According to develop the planning of sustainable ecotourism, the SWOT of Ranong province was analyzed. The visions of Ranong were to be healthy city for tourism, livable and sustainable ecotourism city. The strategic plans included the development of outstanding health tourism and using the high quality mineral. Ranong is well live city and manage for the sustainable ecotourism. Lohawijarn, W., Sanmuang, E., Khoonphunnarai, P., & Dürrast, H. (2007) studied for the origin of hot springs in Ranong Province, Southern Thailand. The research conclusion the geological and geophysical investigations, the origin of 7 hot springs in Ranong are cold meteoric waters circulating in the subsurface and heats up by the igneous body, the the hot water in transported along fault zones to the surface. The granites in area are not the heat source of the hot spring. BANGKOK UNIVERSITY RESEARCH CONFERENCE 665

7 4. Research Methodology 4.1 Procedure This study was conducted as quantitative and qualitative research. The first study is based on literatures review of international health and wellness hot spring destinations to look at its tourism component and to study the environments of BPR hot spring. The small focus group of 7 Ranong organization representatives has been set on January 18, 2011 to share, discuss and recommend their opinions on research topic. The meeting result about BPR hot spring potentials and SWOT analysis were summarized and gathered with the data of Muang district tourism resources audit checklists and communities study in area of BPR hot spring in order to build research questionnaire. The quantitative research is took with 400 questionnaire correspondents, then the researcher analyzed and proposed recommendations for sustainable health and wellness tourism development of BPR hot spring. 4.2 Population and sample According to study for the component and environment of an international health and wellness hot spring destination, the sample sites of the Peninsula hot spring in Victoria, Australia and Guguan village in Taiwan were studies within its hot spring tourism environments in relations of making BPR hot spring to become an international health and wellness hot spring tourism destination. The environment of BPR hot spring destination was studied in aspect of health and wellness tourism. In term of tourism destination management concept, the tourism resources and nearby communities is in, were observed and surveyed as study areas. The non probability sampling and purposive sampling technique were used in order to have key informants for small Focus Group technique. Others 400 of accidental sampling populations to respond to a set of questionnaire according to the 2 nd and 3 rd objectives which were divided into 4 major groups and 100 hundred for each group of 1) community members and local people of Muang and sub districts 2) publics and government organizations in study areas 3) private business, Finance Institution and tourism associations and 4) BPR hot spring visitors. The observation and in depth interview were used to have the holistic perspective of the research. 4.3 Data collection sources In this study, both types of data sources, secondary and primary, are used 1) Secondary data sources are collected that were from, statistics, maps, books, journals, newspapers, reports, conferences proceedings, internet website, the standard of natural hot spring tourism manual, etc. 2) Primary data sources are collected of facts from the original sources especially for the research problems. The information is directly collected from people by interview, questionnaires respondent, observation and focus group brainstorming. 4.4 Data Analysis In term of international Health and Wellness, hot springs destinations, the data of 2 cases study Peninsula and Guguan hot springs to be studied then listed, therefore the study of BPR hot spring environment in health and wellness component. The data and recommendations from 666 BANGKOK UNIVERSITY RESEARCH CONFERENCE

8 questionnaire were gathered and complied with the statistic attitude by using SPSS program for WINDOWS and analyzed by using mean, standard deviation and percentage plus the result of focus group meeting, both data to be classified and interpreted descriptive in summary of recommendations and SWOT analysis. 5. Results 5.1 To study the environment of Health and Wellness Tourism, Ban Phon Rang (BPR) hot spring in Ranong Province The data from BPR hot spring study sites are collected, observed then analyzed within the component of international health and wellness hot spring destination framework and the aspects of international attraction hot spring concluded by Cooper (2010) Physical Environment 1) Natural setting, Ban Phon Rang (BPR) hot spring site is located in Moo 3, Bang rint Sub-District, Muang district, Ranong City. BPR hot spring physically is set in Num Tok Ngao National park the area endowed with several natural attractions and blessed with flora tree, fauna, waterfalls, small canal and headwaters including thermal hot springs. 2) Water sources, the mild alkaline mineral hot water are generated by heads water spring of Bang Ring dale. The surface exit water temperature is between C with ph 8. The hot spring water contained of a group of mineral such as Fluoride, Calcium, Potassium and SO 4. 3) Build environment and infrastructure, there are 7 built bathing pools in open air: 5 for adult, one for disable and senior visitor other 4 are for public used. Another 2 built bathing pools are for children and 2 separate foot bath areas for short time visitors. And there are two cement wells of mineral hot spring water for visitor to take some mineral water home with their own packages. The fours of separate toilets and changing rooms are in the area. There is no electricity power in area of BPR hot spring however fully infrastructure is provided at Ban Phon Rang Resort next to the site and that resort is managed by the Ranong Administrative Organization Office. Visitor able to access into BPR site by own vehicle through Highway No 4 from Ranong city and turn left, head east through sub road following tourist signage along the way Health environment, no ancillary services such as spa or Thai massage are provided in the area, there is only natural hot water spring. However there are standard health and wellness spa service such as Jao Reun Spa and operate by Ranong hospital in Ranong city Business environment 1) The visitor pattern, the data from Ranong Tourism Office shown the visitor number and total revenue of Ranong tourism was increasing from January to March Both domestic and international Health and Wellness tourist have been raised up slightly. Most of the visitors who visits BPR hot spring are Thai. 2) Facility and ancillary Service, a coffee shop, snack and clothes rental services booths were set and operated by Ngao National Park staff. Beside the hot spring park there was a local restaurant open daily from 8.am-6 pm. BANGKOK UNIVERSITY RESEARCH CONFERENCE 667

9 3) Human Resource Development, as BPR hot spring is subjected to Ngoa National Park, the operation staff were assigned from the Ngao National Park office to work in BPR hot spring area. There are 4 park officers, 3 guards, 4 administrative and cleaner standing at the place. 4) Financial Budget, BPR hot spring is under Hot Spring tourism development project of Ngao National Park Office. The budget was mostly from Thai Khem Kheang and Ranong Provincial Office subject to their individual development plan while the annual budget of Ngao National Park was too limited provided by the Ministry of Environment and Natural Resources Social and Psychological Environment, the result of this subject was from in dept interview and questionnaire. It was found that mostly Ranong people have good attitude and perception to develop BPR hot spring to become the health and wellness tourism destination. The assumption of local people presented that the thermal water is good for health. The most impression of the destination is relaxing and soaking in natural scene of forest and waterfall Regulatory Environment, BPR hot springs was assigned by the Ministry of Natural Resources and Environment to be the geological, hot spring tourism area project of Ngao National Park Ngao, the National Park Act 2504 (1961). According to ensure consumers of the quality of mineral water in Thailand, the Ministry of Public Health issue the regulation entitled B.E (2000) Re: Standards of Natural Mineral Water. 5.2, 5.3 To conduct a SWOT Analysis of Ban Phon Rang hot spring to become an International Health and Wellness Destination and to propose the recommendations for the Sustainable development. The results of the study have been found as follows. 1) The result had shown that Ranong province is potential to be developed as Health and Wellness tourism destination including BPR. 2) The numbers of both domestic and international tourists who visited Ranong were increased (Ranong Tourism and Sport Office 2010). 3) The natural environment of Ban Phon Rang hot spring is counted as its strength to impress tourist to visit the place. 4) Other hot springs in Ranong were put into a travel route of for Health and Wellness tourism. 5) Within a study area, there have many of tourism forms and tourism resource where tourist can visit such as Farm tourism, Adventure Tourism and Home Stay tourism. The research also found 1) Some complexity management in BPR hot spring. For example BPR hot springs was assigned as the area of Ngao National Park and set up as tourism areas project according to National Park Act 2504 (1961), hence it has to follow the rules and regulation which have been used for long. 2) Burmese migrant workers in Ranong province 3) Apart from that, there were more issues mentioned and discussed such as Tourism Management Organizer, health and wellness facilities, the entrance fees policy, Park ranger staff attitude toward tourism, car park construction, cleanliness and provincial budget. 668 BANGKOK UNIVERSITY RESEARCH CONFERENCE

10 To gather the opportunities of BRR hot spring site to become an international health and wellness tourism; hot spring destination, SWOT analysis was conducted. Further to be merging with 400 of Ranong samples population to represent in applicable questionnaire. And the result was analyzed by pattern categorization, summarization and descriptive analysis process. The research results were presented in table as follow: Table 2: SWOT analysis of Ban Phon Rang Hot spring Strength Weakness - The quality of hot spring water - Lack of Health and Wellness tourism management - Location within forest and natural scenery standard - Cultural tourism resources are offered - Lack of continuous integration development plan - Several Eco tourism activities provided by Ngao - Lack of hot spring destination marketing plan National Park - Lack of the destination management organizer - Easy link and access to other nearby hot springs (DMO) of the area - Infrastructure is developed basically - No cooperation between Ranong organizations - Positive community assumption public and private enterprises. - Available standard Health and Wellness ancillary - Seasonality problem: rainy season for eight months services in Ranong City - Limit of Nation support budget star resorts nearby the destination - Lack of foreigner investment Opportunity - World trends of Health and Wellness Tourism - National and local support for Health Tourism promotions strategy - Possibility to brand Ranong as an International Mineral Hot Spring City for health and wellness - To be promoted as a city of hot springs for MICE - International Gateway to visit neighboring countries such as Burma and Malaysia through sea link - Opportunity to raise fund and investment both from Thailand and aboard - Opportunity to be developed for world class rehabilitation and rejuvenate health and wellness center - Limitation of the National Park Act 2504 (1961) Threat - Hot springs destination competitors such as Krabi and Trang - World Economic recession - Political chaos in Thailand and worldwide - Health hazard and epidemic: bird flu, H1N1 - Disingenuous and negative attitude of tourism development - Burmese migrant workers and prostitute problem 6. Conclusion From the study of BPR hot spring, it is potential to developed it as an international health and wellness hot spring tourism destination with strength such as its located in Ngao National Park, surrounding with rich evergreen forest as well as Guguan Hot Spring village in Taiwan, these caused both domestic and international tourist to impress with it natural environment. The convenience and comfortable of transportation and infrastructure system will be counted as pull factor to make tourist satisfied. BANGKOK UNIVERSITY RESEARCH CONFERENCE 669

11 Also the positive perception of Ranong people will be the advantage of BPR hot spring development in relation of the sustainable tourism development within concept of community participation in tourism development. The economic impacts from sustainable health and wellness tourism development will effect life style of Ranong people for example the several of job opportunities, more education and better public healthcare service facility. And the research notice that the development will slightly grow according to Ranong people avoid and regrets to have foreigner investment in Ranong. Ranong organizations have positive perceptions to develop BPR hot spring as a sustainable health and wellness hot spring tourism destination but all those plans were implemented discontinuing, lack of cooperative among each organization in public bureau system. Lacking of annual development budget to subsidy of BPR hot spring project hence the investment is required from other sources or those projects were suspended. The study found that regulations would cause complexity for example the bureaucratic and the centralized authority and management. 7. Discussion and Recommendations Ban Phon Rang hot spring has a high potential to be developed as an International Health and Wellness Hot Spring destination based on the attribution of tourism resources and destination attractiveness, such as the existence of suitable attractive physical surrounding with beautiful natural environment. In order to become an international health and wellness hot spring destination other environments such as business, psychological, regulatory of tourism industry and social community must be studied and analyzed for the development of BPR hot spring area. The participants and stakeholders to play more attention to develop an integration plan with BPR hot spring unique. The tangible sustainable strategy is to provided and set up from concern parties in term of policy and practical projects for holistic perspective of tourism development impact, benefit sharing, social development etc. According to results, the researcher would like to recommend for approach strategies as follow: 1) to implement the sustainable health and wellness tourism development plan 2) to brand Ranong as a city of Natural Mineral Hot Spring Trail 3) to integrate the health tourism with other form of tourism such as ecotourism, cultural tourism in the area of the Ngao National Park and surrounding communities 4) to enhance world class standard of health services center such Chivasom in Ranong for wealthy market segment 5) to set up the professional destination management organizer (DMO) in relations of tourism resource management and marketing 7) joint venture of investment 8) to set up BPR hot spring community committee in order to participate with the health and wellness tourism development plan. The passive strategies also recommended such as 1) to ensure the mineral water quality to meet with standard 2) to improve BPR hot spring health and wellness tourism composition 3) cooperation of Health Tourism packages with other hot spring destinations in other provinces such as Karbi, Surathani 4) to do PR of health and wellness tourism by using the benefits of mineral hot spring water. 670 BANGKOK UNIVERSITY RESEARCH CONFERENCE

12 8. References Cooper, P. E. & Cooper, M. (2009). Health and Wellness Tourism: Spas and Hot Springs. Aspect of Tourism, UK: Channel View Publications. Harahsheh, S. S. (2002). Curative Tourism in Jordan and Its Potential Development. Thesis for the fulfillment of MA in European Tourism Management (ETM), Bournemouth University: United Kingdom. Holden, A. & Ewen, M. (2002). Understanding the motivations of ecotourists. International Journal of Tourism Research 4, (435-46). Ikkos, A. (2002). Health Tourism: A New Challenge in Tourism. Health Tourism. JBR Hellas Ltd.: Greece. Pollock, A. & Williams, P. (2000). Health Tourism Trends: Closing the Gap between Health Care and Tourism. In D.W. Lime & W.C. Gartner (Eds.), Trends in Outdoor Recreation, Leisure and Tourism. New York: CABI Pub. Raksaskulwong, M., (1999). Geothermal energy development and utilization in Thailand; in NEDO (ed.), Proceedings of Asia Geothermal Symposium, New Energy and Industrial Technology Development Organization (NEDO), Tokyo, Japan, p Smith, M. & Puczkó, L. (2009). Health and Wellness Tourism. USA: Elsevier Ltd. Swarbrook, J. (1999). Sustainable Tourism Management. CABI Publishing: Wallingford, UK. WTO. n.d. Global Code of Ethics for Tourism. Retrieved March 12, 2010 from Zoltan, B. & Lorant, D. D. (2007). A Possible Use of Indicators for Sustainable Development in Tourism. Anatolia: An International Journal of Tourism and Hospitality Research 18 (2): BANGKOK UNIVERSITY RESEARCH CONFERENCE 671