PICTURING TRANSFORMATION THROUGH WELLNESS TOURISM: A QUALITATIVE EXPLANATORY REPORT OF PHYSICAL ACTIVITY PROJECT IN PHUKET, THAILAND

Creating engaging physical activity opportunities for health-promoting cities is a unique challenge amidst wellness tourism transformation. This qualitative study explained the determinants of physical activity within the context of wellness tourism in Phuket, Thailand. Data were gathered through in-depth interviews, group discussions, and brainstorming sessions with 57 key informants, including academics, residents, tourists, and government officials. Content analysis was applied. Results showed tactics to redesign healthy spaces, i.e., 1) a city lab integrating tourism with activity zones, utilizing innovative urban design to create active spaces within a limited area; 2) walking routes for cultural exploration, encouraging physical activity while finding the local traditions via buildings, food, and apparels; and 3) connecting the university-community space for enhancing accessibility of communities, promoting active lifestyles among students and fostering community engagement through physical activity. Six key determinants influencing physical activity promotion were; 1) motivation: Engaging activities that inspire physical activity; 2) participation: Community involvement in design and implementation; 3) infrastructure: Supporting infrastructure, i.e., walking routes, parks with activity zones, and accessible public spaces, was essential; 4) networks and social mechanisms: Collaboration among stakeholders (government, community, academics, tourists); 5) public relations: Promoting physical activity through various channels like social media, local media to increase awareness and engagement; and 6) area accessibility: Convenient access to activity opportunities. Findings highlight the potential of integrating physical activity into tourism initiatives by leveraging existing cultural and environmental assets, and the importance of context-specific strategies tailored to the unique needs and characteristics of each setting. This study provides valuable insights for policymakers and stakeholders seeking to create sustainable and engaging physical activity opportunities within a dynamic wellness tourism environment.