(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,

Heritage City for elderly tourists, for the benefit of the stakeholders involved in both economics and policy.

Key-Words: Integrated Marketing Communication, Entrepreneurship, Health Tourism, Elderly Tourists,

Received: January 7, 2023. Revised: May 27, 2023. Accepted: June 5, 2023. Published: June 15, 2023.

Currently, the number of elderly people is steadily

of the total population, requiring the organization

of a long-term care system for the elderly to have a

good quality of life in terms of allocating scarce

resources, enhancing the retirement system,

providing essential welfare for the elderly, setting

cultural values, and marketing strategies to promote

elderly tourism. The study also discovered that the

needs and motivations of the elderly in elderly

economic development, cultural heritage

restoration, and national reunification, [4]. The

elderly are particularly interested in health tourism,

which emphasizes the importance of stress

management through the use of relaxation

techniques like spa massage, Thai massage, herbal

steam baths, and massages with herbal compresses,

etc., [5]. Entrepreneurs and pertinent organizations

must adjust to accommodate aging tourists and

develop strategies to address the competitive

particular demographic of tourists, the service

sector and tourism activities must be developed in

accordance with their needs.

World Heritage cities such as Phra Nakhon

Si Ayutthaya Province and surrounding areas are

regarded as tourist attractions and Thailand's

cultural heritage, with distinct characteristics and

cultural heritage that have been passed down for a

long time. The historical tour of Thailand's World

Heritage City remains a popular tourist destination

promote and revitalizing certain traditions and

cultures. However, it was discovered that the

tourism resources presented could still be

developed further to create new tourist attractions

to attract tourists, [7]. Additionally, enhancing

customer service, investing in information and

communication technologies to increase their

attractiveness in the tourism market, and

communicating ideas, images, and new

technologies to facilitate tourism services by

for medical tourism entrepreneurs, aging tourists,

and tourism sector stakeholders. However, given

the rapid expansion of the tourism and service

integrated marketing communication model for

medical tourism entrepreneurs to assist elderly

tourists in the World Heritage City for elderly

tourists (Phra Nakhon Si Ayutthaya District) to

plan, adapt, and develop long-term integrated

marketing communications.

marketing communication among health tourism

entrepreneurs to accommodate elderly tourists in

the World Heritage City for elderly tourists (Phra

Nakhon Si Ayutthaya District).

communication model for medical tourism

entrepreneurs to accommodate elderly tourists in

the World Heritage City for elderly tourists (Phra

Nakhon Si Ayutthaya District).

A comprehensive marketing communications

strategy, which includes advertising, promotions,

word of mouth, direct marketing, and public

relations, is one of the core components of a

promotional marketing strategy. It is

fundamentally multifaceted communication that

employs techniques to balance differences. Each

promotional component of the marketing mix

must consider the 6Ms, which are market, mission,

message, media, money, and measurement, [11].

economy to be able to continue, one of the

missions that all parties must jointly accomplish

is managing health tourism to be safe and sterile

people include an interest in leisure travel or the

pursuit of lifelong wealth through travel to

destinations of their choice, typically selecting

travel in the service, health, and recreation

sectors by taking into account certification of

safety and health care services, as well as

selecting activities appropriate for their age. As a

result, this group of tourists is regarded as being

prepared and capable of spending, and since

there are typically 2 to 3 companions per trip,

with a study of health tourism activities to

accommodate elderly tourists in Phra Nakhon Si

This research is a Mixed-Methods Research in

conjunction with Participatory Action Research

(PAR), and the research area is Phra Nakhon Si

Nakhon Si Ayutthaya District).

Snowball sampling methods were used to

select 29 key informants from tourism stakeholders

(government agencies and private sectors: 5 people,

elderly tourists: 3 people, and 21 health tourism

entrepreneurs). There were also 40 people taking

part in group discussions. Semi-structured, in-depth

interviews and document synthesis analyses were

used as research tools. In-depth interviews, focus

group discussions, and document synthesis were

City for elderly tourists (Phra Nakhon Si Ayutthaya

District)

Analysis with TOWS Matrix to analyze the

elements of integrated marketing communication of

health tourism entrepreneurs to accommodate

elderly tourists in the World Heritage City for

elderly tourists (Phra Nakhon Si Ayutthaya

District).

Through a process known as snowball sampling, 21

analysis was used to analyze the data, after which a

descriptive account was written.

analysis in which The sample group was made up

of tourists who came to travel in Phra Nakhon Si

Ayutthaya province. The number of samples used

was 400, which the researcher calculated from 19

observational variables. A reasonable and adequate

sample size should therefore be at least 10 times

19. And the observed variable equals 190 samples,

the World Heritage City for elderly tourists (Phra

Nakhon Si Ayutthaya District) are: 1. Tourism

Product The former capital's prosperous and joyous

tourism activities. 2. Price (Tourism Price), which

presents price content on the value that must be

paid each time for the use of a business's goods or

services, such as service fees for lodging, meals,

guides, and admission tickets, which offer a range

of prices depending on particular circumstances. 3.

Tourist attraction presentation channels: the use of

presentation channels that respond to a variety of

social media platforms, including websites, Line,

Facebook, and Instagram. Because of the variety of

emphasizing the organization of traditional festival

activities to stimulate and invite tourists to travel

indefinitely. In addition, an aggressive marketing

strategy is used to promote marketing to reach

people through online social channels, such as

organizing a tourism program (Tourism Product)

by collaborating with other health attractions that

attract tourists. Furthermore, membership cards are

issued to groups of tourists who visit health tourism

destinations in the historical city area to receive a

services. 6. Tourism People who can present the

knowledge of personnel who also know tourist

attractions, who have a passion for service, can

advise tourists, are resourceful, and can solve

problems in an emergency. 7. Tourism Physical

Environment, which displays the identity of the

tourist attraction. New educational and public

relations materials in the form of multimedia have

been created to tell the story of the location and to

serve tourists in a friendly and thorough manner,

services to create specific values suitable for

elderly tourists: 3. Strategy to allocate resources

with social responsibility in response to elderly

health tourism for more elderly tourists and 7.

Strategy to promote the development of

entrepreneurial skills to always be ready for

changes in the digital age.

Analysing: 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) found that the hypothetical model was

From the analysis of strategic analysis with

SWOT analysis and the TOWS matrix table, seven

District), where the hypothetical model was in good

agreement with the empirical data. In other words,

the model is highly accurate. The researcher

synthesized data and developed an 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) is the "SILVER D

Model" consisting of: S-Standard is the standard of

quality service. As older tourist are now tourists

stakeholders; L-Lifestyle, that is, studying and

analyzing the behavior of elderly tourists, is very

important for designing integrated marketing

communications to meet the needs of creating a

competitive advantage; V-Value proposition is to

deliver differentiated value to older tourists, as this

group of tourists has relatively high travel

experience, and delivering exceptional value and

experience will be able to attract tourists; E–

Entrepreneurial, that is, developing entrepreneurial

Marketing, that is, to encourage entrepreneurs to

use digital marketing with maximum efficiency in

stakeholders, strategists, beneficiaries, and

academics. It was found that the consensus of the

policy meeting was that such a strategy is

other groups of tourism operators to support the

elderly tourist group, which is expected to grow in

the future.

follows:

1) the integrated marketing communication

situation of medical tourism entrepreneurs to

accommodate elderly tourists in the World Heritage

City for elderly tourists (Phra Nakhon Si Ayutthaya

from the point of view of health tourism. will be

able to attract tourists to the target group, [21]. This

is consistent with the research on marketing mix

influences on medical tourism, which found that

the 7Ps of the marketing mix can have an impact on

medical tourism. The people factor was discovered

to be the most influential factor in all marketing

mixes. It was also discovered that a tourist

attraction's physical environment was the least

influential factor in the overall marketing mix. This