Development of a Herbal Wisdom-Based Wellness Tourism Route in Hua Khwang Subdistrict, Kosum Phisai District, Maha Sarakham Province

Abstract

This study aimed to: (1) examine the potential of health tourism resources in Hua Khwang Subdistrict, Kosum Phisai District, Maha Sarakham Province; (2) develop a health tourism route based on local resources and indigenous knowledge; and (3) assess the suitability of the developed health tourism route. A mixed-methods research approach was employed. The study participants comprised 50 individuals, including 30 tourists who participated in the trial activities for the quantitative component and 20 key informants for the qualitative component. The key informants consisted of five community leaders, five local wisdom practitioners, five members of a local herbal group, and five tourism operators. Data were collected through in-depth interviews, focus group discussions, and a health tourism route suitability assessment form. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics. The findings revealed that Hua Khwang Subdistrict possesses significant potential for health tourism based on its natural resources, community way of life, and local wisdom concerning traditional herbal knowledge. These resources were developed into a health tourism route under the concept of “Rest the Body – Revive the Mind – Learn Herbal Wisdom with the Community.” The route comprised six activity stations: paying homage to the Buddha image and feeding monkeys, tasting herbal tea, learning about local herbs, preparing local cuisine, making herbal compresses, and receiving health massage. The suitability assessment of the developed health tourism route indicated the highest level of suitability (𝑥̄ = 4.69). The findings demonstrate that integrating local wisdom with health tourism concepts can enhance the economic value of local resources, generate income for community members, and contribute to sustainable tourism development. Furthermore, the researchers synthesized the knowledge generated from the study into the “HUAKWANG WELLNESS MODEL,” which provides a framework for driving health tourism development based on the capital, resources, and potential of the local community.