DEVELOPMENT OF MODELS AND STANDARDS FOR HEALTH TOURISM TO MODIFY ADDICTIVE BEHAVIOURS IN THAILAND

Abstract

This research is both qualitative and action-based, aiming to analyze the current situation and opportunities for developing health tourism to modify addiction behaviors and promote the country's health economy. It also provides recommendations for the systematic management of Behavioral Tourism to support the Thailand Medical Hub. The research methodology consists of a literature review related to Behavioral Tourism, alongside action research involving stakeholders in the study area. Qualitative research methods, including focus group discussions and in-depth interviews, were also utilized to gather comprehensive insights. The research findings highlight critical theoretical concepts applied to modifying addictive behaviors, as well as models and guidelines for establishing Behavioral Tourism standards in Thailand. Key aspects include reinforcing factors for behavior modification, processes and techniques for behavior change, and the relationship between addiction treatment perception and the general public's service demands. Furthermore, the study emphasizes the importance of continuous care processes, the development of service providers, and the promotion of Thai entrepreneurs. It offers policy recommendations, suggesting that the Department of Health Service Support establish guidelines for educating entrepreneurs in systematic management, enhancing their knowledge and skills, and designing business models that foster private sector collaboration for sustainable development.