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Supply-side co-creation for tourism packaging - learnings from community-based wellness tourism development in Thailand
Journal article   Peer reviewed

Supply-side co-creation for tourism packaging - learnings from community-based wellness tourism development in Thailand

Cheewanan Wuttipan, Rodney W. Caldicott and Tanida Lakornsri
International journal of spa and wellness, Vol.First online, pp.1-17
28/08/2026
DOI: https://doi.org/10.1080/24721735.2026.2712055

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Abstract

wellness tourism community-based tourism co-creation process rural development Thai Phuan participatory action research
Wellness tourism is an emerging form of sustainable travel in Asia, increasingly aligned with community-based tourism (CBT) models that promote local participation and cultural preservation. While the sector continues to grow, there remains limited practical guidance on how rural communities can design wellness tourism experiences that are both authentic and market-ready. This study applies a Grounded Community-Based Participatory Action Research (GCBPAR) approach to co-develop a wellness tourism programme in the Thai Phuan ethnic community of northeastern Thailand. Using the 6As destination development framework – Attractions, Accommodation, Amenities, Activities, Accessibility, and Ancillary Services – two participatory focus groups were conducted to evaluate community readiness, identify strengths and gaps, and collaboratively design a three-day wellness tour package. The findings reveal strong cultural assets and community motivation, alongside challenges in infrastructure, language accessibility, and seasonal adaptation. The final co-created tour programme incorporates local massage, herbal cuisine, traditional crafts, and Buddhist rituals. Beyond the tangible output, the process fostered capacity building, shared leadership, and increased community ownership. This study offers an exploratory framework for rural tourism development, illustrating how wellness and cultural authenticity can be integrated within a specific local context. It provides both theoretical insight and practical strategies for empowering communities in the post-pandemic tourism landscape.

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