Roles of local authorities are deemed regulative and supportive of local long-stay tourism. The study adopts the qualitative descriptive approach based on information obtained from printed and electronic documents and semi-structured in-depth interviews. Using purposive sampling, the participants consisted of seven representatives working at the policy level from three local authorities in Chiang Mai. The findings reveal that local policies involve reference to the Medical Hub policy and related law, as well as policy and budget adoption from multiple streams, with no separate tasks for long-stay Japanese retirees and law enforcement to control the service standards of spa and traditional Thai massage services.
Promotional measures include an award system to develop service standards and adherence to regulations, a coaching system among entrepreneurs, long-stay activities, and the adoption of the local culture and Lanna wisdom in service provision. However, several specific promotional measures are targeted at long-stay Japanese retirees. Separate tasks and a cross-sectional network of local authorities should be established to strengthen their roles in serving the long-stay Japanese retirees.
Abdul-Aziz, A. Tourism Management Perspectives, 16, Apivantanaporn, T. Driving force for service innovation through creating unique value proposition: Capitalizing on cultural identity in the spa industry of Chiang Mai, Thailand. Information Management and Business Review, 4 5 , Ashton, A. Journal of Place Management and Development, 10 1 , Chamchan, C. Long-stay of the Japanese in Chiangmai: Analysis of the determining factors in the pre- and post-period of the visit. Japanese Studies Journal, 29 1 , Chaoprayoon, P.
The application of Lanna wisdom for spa business in the upper Northern Thailand. Mekong-Salween Civilization Studies Journal, 7 2 , Chieochankitkan, A. Developing service quality for spa establishments in the active beach tourism cluster, Thailand. Doctoral dissertation. Connell, J. Medical tourism in the Caribbean islands: A cure for economies in crisis? Island Studies Journal, 8 1 , Embassy of Japan in Thailand.
Numbers of Japanese living in Thailand. Erfurt-Cooper, P. Health and wellness tourism: Spas and hot springs. Bristol, England: Channel View. Fukahori, H. Healthcare services for Japanese elderly long-staying in Thailand from the perspective of the patient and healthcare providers: A survey study. Archives of Gerontology and Geriatrics, 53 2 , ee Hongsranagon, P.
