Propose A Model for Promoting Sustainable Well-being in Thailand's Tourism Industry
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Abstract
This article aimed to study (1) the context and issues of sustainable well-being in tourism management dimensions, (2) propose a model for promoting sustainable well-being in Thailand's tourism industry. This qualitative research employed a multi-method approach, combining content analysis with connoisseurship, to gather and interpret data. The study was conducted between October 2024 and January 2025 with two groups of key informants: 12 university lecturers from state-supervised higher education institutions, and 5 strategic-level executives in health and service-related tourism businesses located in Bangkok. The result of the study found that: 1) Hotel businesses and event organizers prioritized creating impressive experiences by focusing on sustainable resource management through various standards, as well as emphasizing pollution reduction in service processes. Meanwhile, local tourism communities used cultural uniqueness as their selling point while considering environmental impacts simultaneously. 2) Sustainable tourism industry must consider three key dimensions: (1) Community collaboration by promoting community-based management and direct benefits, (2) Cultural presentation through cultural experiences, local cuisine, and traditional Thai medicine, and (3) Environmental conservation and use of eco-friendly materials by promoting low-carbon tourism, efficient resource utilization, and selection of biodegradable materials.
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