The Potential of Related Tourism Business Surrounded Hot Springs Attraction in The Upper Northern Provincial Cluster, Thailand

10.29893/NCUTMAN.201811.0118

Ngamnid Saennampol；Warach Madhyamapurush

Potential ； Related tourism business surrounded hot springs attraction ； Upper northern provincial cluster ； Thailand

管理學術研討會

第十六屆（2018 / 11 / 01）

1228 - 1238

英文

The objective of this paper was to study the potential of related tourism business surrounded hot springs attraction in the upper northern provincial cluster based on canvas business model, marketing mix and SWOT analysis. Data was collected through documentary approaches and in-depth interview with the relevant managers and staff in related tourism business surrounded hot springs attraction. The results showed that the type of related tourism business could be divided into four groups. Group 1: Direct businesses. Direct products or services with hot springs, mud or steam generated by natural hot springs as the key ingredients. The raw materials were used directly and there was no change in the nature of the raw materials. Group 2: Indirect businesses which were the processed products or services using hot springs or mud or steam such as Thai massage and spa businesses. Group 3: Community-based Tourism businesses such as local tour guide or transport service. Group 4: Other businesses surrounded hot springs attraction. In conclusion, the lack of activities related to hot springs and local participation decreased their potential. The customer segment and the value proposition were the important keys that attracted the new customer and customer retention. That helped to increase the potential and the revenue of related tourism business surrounded hot springs attraction in the upper northern provincial cluster, Thailand.