Abstract:

Wellness tourism in Thailand has emerged as a key driver of service sector, leveraging the unique Thai Wellness Spa Concept. This concept integrates various elements to create a holistic and rejuvenating experience for visitors. Due to the complex nature of wellness tourism involving multiple key players, this study investigates how collaborative efforts lead to the development and enhancement of wellness tourism offerings. Drawing upon qualitative data gathered through interviews, and participant observations, the current study strives to formulate a stakeholder collaboration framework encapsulating the concept of seven elements of Sappaya that helps promoting the Thai wellness tourism sector. Furthermore, the study identifies key strategies for involving stakeholders in promoting wellness tourism. Ultimately, this research contributes to the advancement of wellness tourism and provides practical insights for stakeholders seeking to enhance the wellness tourism sector.