Optimizing Health Expo Content for Southern Thailand: A Grounded Theory Perspective

Abstract

This study presents a comprehensive analysis of the development of health and medical innovation exhibition content in Southern Thailand, with a focus on the strategic role of medical tourism policy and its implications for economic growth and healthcare development. Since the inception of medical tourism promotion in Thailand in 1960, the country has steadily positioned itself as a leading medical hub, particularly in aesthetics and alternative medicine. As of 2024, Thailand's commitment to expanding its medical tourism sector remains a central element of its economic strategy, aiming to stimulate job creation and bolster its global standing. This research leverages a mixed-methods approach to explore both domestic and international medical tourism policies and their integration into health innovation content tailored to Southern Thailand. With a quantitative sample of 500 respondents and qualitative data from 31 individuals, the study critically examines the gap between the government's efforts to foster private investment in medical tourism and the continued dominance of public healthcare facilities that cater primarily to the Thai population. The study's findings emphasize the need for health policy implementation through targeted exhibition mechanisms that not only create jobs but also drive income for local communities. Furthermore, the research highlights the importance of aligning medical exhibitions with both local and global demands, particularly in the areas of aging populations and wellness trends, which are pivotal to the southern region's development. By incorporating perspectives from both supply-side stakeholders and visitors, this study stresses the critical role of health and medical exhibitions in promoting innovation and positioning Thailand as a competitive force in the global medical tourism market. The results of this research provide actionable insights for policymakers and healthcare practitioners, urging them to harness the full potential of health exhibitions to enhance both the country’s medical tourism industry and its broader economic and healthcare outcomes.