Strategic Development of Ranong's Identity and Community Health Products as Wellness Soft Power for High-Potential Markets

Abstract

Ranong Province possesses exceptional mineral water resources that include natural hot springs rich in therapeutic minerals such as calcium, sodium sulfate, magnesium, and silica. These natural assets provide significant health benefits, making the province well-positioned for wellness tourism development. However, despite its comparative advantages, Ranong has not fully utilized its natural and cultural capital for sustainable economic growth. Poverty indicators remain high, and the province continues to rely heavily on traditional industries. This research investigates strategic pathways to develop Ranong's identity as a wellness tourism destination, innovate a community-based organic herbal mineral spray, and formulate soft-power-driven branding strategies aligned with national policies. A qualitative approach—employing interviews, focus groups, and document analysis—was used to capture perspectives from stakeholders including community entrepreneurs, hot spring operators, and government agencies. Findings reveal three essential components: (1) the need for systematic knowledge management of mineral spring identity; (2) high potential for health product innovation utilizing mineral water and indigenous herbs; and (3) strategic soft-power marketing that aligns with the government's OFOS and soft-power development framework. The results offer a sustainable development model leveraging local resources, community innovation, and cultural soft power to enhance regional and national competitiveness.