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Program Management Unit for Competitiveness collaborates in effort to drive the health tourism industry through research in tourism and creative economy.

PMUC collaborates with TSRI, the Federation of Thai Spas and Wellness Association, Thai Spas Association, and Panyapiwat Institute of Management, in promotion of the health and wellness tourism industry and spa services industry with research on tourism and creative economy.

Assoc. Prof. Dr. Siree Chaiseri, Director of PMUC, along with Assoc. Prof. Dr. Thongchai Suwansinchai, Deputy Director of PMUC, and Assoc. Prof. Supawadee Photiyarach, Chairman of the Tourism and Creative Economy Sub-committee of PMUC, along with staff participated in the signing ceremony for the memorandum of cooperation for the development and promotion of the health and wellness tourism industry and spa services industry with research on tourism and creative economy, held at the Panyapiwat Institute of Management’s CP ALL Academy Building, 16th Floor Auditorium, on May 29, 2023.

The purpose of this signing was to foster collaboration in education and research in the fields of health and wellness tourism and spa services, aligning them with the country’s tourism industry needs. Additionally, it aims to support the development of research management systems to enhance competitiveness in the health and wellness tourism and spa services industry, using research results effectively to align with the country’s tourism development plan.

Five organizations participated in this signing, including:

  1. The Tourism Authority of Thailand (TAT) led by Assoc. Prof. Dr. Siree Chaiseri.
  2. The National Science and Technology Development Agency (NSTDA) led by Assoc. Prof. Dr. Supawadee Photiyarach.
  3. The Federation of Thai Spas and Wellness Association led by Khun Chuanas Sinthukhiao, Chairman.
  4. The Thai Spa Association led by Khun Sunai Watchirawarakarn, President.
  5. The Panyapiwat Institute of Management led by Assoc. Prof. Dr. Sompop Manarungsan, President of the Institute.

Assoc. Prof. Dr. Siree Chaiseri, Director of PMUC, emphasized that the Tourism Authority of Thailand (TAT) plays a crucial role in the cooperation agreement for health and wellness tourism and spa services in terms of enhancing the country’s competitiveness in production and services sectors. This includes promoting the commercial use of research and innovations to preserve and expand the success of health and wellness tourism and spa activities. We must adapt to emerging trends and seize opportunities for innovation, including the utilization of research and innovations.

Assoc. Prof. Dr. Siree Chaiseri

In this collaborative effort, the PMUC will work together with TAT to develop research projects that align with the needs of the wellness tourism industry, particularly in the spa service sector. The goal is to promote research in wellness tourism for the benefit of spa operators, the Thai Spa Association, the Spa and Wellness Association of Thailand, and to act as a facilitator in the collaborative efforts between spa operators, the Thai Spa Association, the Spa and Wellness Association of Thailand, and researchers from educational institutions and relevant government agencies to address various challenges.

PMUC will also promote research and development to create an environment that fosters growth and enhances competitiveness in the spa service industry, while also emphasizing sustainability and environmental responsibility within the spa service industry. This includes not only managing the visitor experience but also preserving our natural resources for future generations.

Associate Professor Supawadee Photiyarach

Associate Professor Supawadee Photiyarach added that TSRI recognizes the importance of driving the country’s tourism industry through science, research, and innovation (SRI) and has included the plan for “Development and Enhancement of Tourism with the Creative Economy Approach Emphasizing Sustainable Value Creation and Country’s Income Generation” as a key part of the SRI plan. This plan aims to increase revenue from tourism, attract high-quality tourists, and utilize research outcomes, technological knowledge, and innovation to create economic value through wellness tourism, as one of the significant performance indicators outlined in the SRI plan.

Following the signing ceremony, exemplary spa awards were presented under the project “Development of Spa Service Models for Health with Thai Wisdom under the International Standards and the Creation of Connectivity to Promote Wellness during and after the COVID-19 Pandemic.” The awards were presented to seven operators, including 1) FaLanNa Spa, 2) Lana Kam Spa, 3) Sira Spa, 4) Aonang Princeville Wellness Resort and Spa, 5) Health Land Spa, 6) Chiang Mai Mantra Spa, and 7) Oasis Spa.

PMUC is committed to supporting collaboration among the public sector, private sector, researchers, and all stakeholders to develop and elevate the spa service industry through robust research mechanisms to enhance Thailand’s future competitiveness in the tourism industry.

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