Abstract
This research aims to explore the current state and potential of medical services in Thailand. The researchers applied a qualitative approach to study the current situation of medical tourism in Thailand. Data collection for this study was carried out between May 1, 2022 and June 15, 2022 using purposeful sampling. The sampling criteria for this study were as follows: 1) individuals with a minimum of three years of direct or indirect experience in medical tourism, such as those working in medical service or hospitality management teams; 2) foreign tourists who have been treated in Thailand.
 Overall, medical tourists have significant potential for the Thai medical service industry. They demonstrate a willingness to spend more and face fewer problems during their medical journeys. In addition, most medical tourists appreciate the quality of Thai hospitality and medical services. The study also indicates that the private sector has a large market share in the medical tourism industry. It is believed that private medical facilities and service providers are better equipped to meet the needs and preferences of medical tourists.
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