The Exploration of Competency Situation in Wellness Tourism in Chiangmai Thailand

The aim of this study focuses on explore the differentiate of current and expect situation for wellness tourism in Chiangmai. Today the world tourism has changes in accordance with the world economy that has hugely transformed and developed from the old way to digital economy. In addition, in present time people emphasize on healthiness and wellbeing, and they care to protect themselves from diseases. The situation leads to establishment of a new characteristic of tourism, which reflects people's interest in health care called “Wellness Tourism”. The study used qualitative research method to collect data by document analysis from literature review, observation, in-deep the interview and semi-structured interviews with key in-formant and analyze together. In the past, spas in Chiangmai had overlapped with other businesses for many years, causing them to be indistinctive. Many massage parlors secretly use the word “spa” while, in fact, they are only parlors that provide massage services without complete components of spas that should consist of sight, sound, smell, taste and touch. In fact, spas are a concept of health-promoting services. In order to provide Chiangmai with wellness services centers to balance bodies and minds, or so-called wellness tourism, entrepreneurs and related individuals should gain knowledge and understandings about upgrading tourism in Chiangmai from being cultural tourism to becoming wellness tourism