Development of Integrated Marketing Communication Model for Health Tourism Entrepreneurs to Accommodate Elderly Tourists in the World Heritage City for Elderly Tourists (Phra Nakhon Si Ayutthaya District)

Abstract

The goals of this article are to 1) examine the integrated marketing communication situation of health tourism entrepreneurs to accommodate elderly tourists in the World Heritage City for elderly tourists (Phra Nakhon Si Ayutthaya District); 2) examine the integrated marketing communication of medical tourism entrepreneurs to accommodate elderly tourists in the World Heritage City for elderly tourists (Phra Nakhon Si Ayutthaya District); and 3) examine health tourism entrepreneurs to accommodate elder tourists (Phra Nakhon Si Ayutthaya District). The research design is mixed-methods research with participatory action research (PAR). In-depth interviews, focus group discussions, and policy meetings are all used in the qualitative research model, and employ the Snowball Sampling method of random sampling by referring people and experts, analyzing the data using content analysis, and composing a descriptive narrative. 400 senior tourists were sampled using the purposive selection method for the quantitative research method. Then, descriptive statistics and the Structural Equation Model (SEM) were used to analyze the data. The study's findings indicate that the "SILVER D Model," which consists of the seven strategies under the models S-Standard, I-Integrated, L-Lifestyle, V-Value Proposition, E-Entrepreneurial, R-Responsibility, and D-Digital Marketing, is the integrated marketing communication model employed by health tourism entrepreneurs to accommodate elderly tourists in the Phra Nakhon Si Ayutthaya District, a World Heritage Site. 3. The "SILVER D Model," a participatory action research (PAR) framework and strategies falling under the aforementioned 7 strategies The information gained from this study can be used to create an integrated marketing communication strategy for health tourism business owners to assist senior tourists in the Phra Nakhon Si Ayutthaya District, a World Heritage City for elderly tourists, for the benefit of the stakeholders involved in both economics and policy.