A SWOT Analysis of Short-Term Study Tour Programs in Khon Kaen, Thailand: Toward a Well-Being-Oriented Perspective

DOI

10.2991/978-94-6239-797-2_9How to use a DOI?

Keywords

Khon Kaen; Chinese University Students; Short-term Study Tour; SWOT Analysis

Abstract

Background

Education-related travel has grown remarkably over recent decades. Within this trend, cross-border short-term study tours have attracted growing attention as a more flexible form of international learning. Objective - In Asia, Thailand has emerged as a practical destination for Chinese college students, largely due to its relatively lower costs and cultural familiarity. Yet, compared with established destinations like Bangkok and Chiang Mai, Khon Kaen has yet to attract a comparable level of participation. Method - This study focuses on Khon Kaen and draws secondary data analysis combined with a SWOT framework to assess its current standing in the short-term study tour market for Chinese college students. Findings - Khon Kaen demonstrates clear strengths in cost, educational resources, and cultural authenticity, but faces challenges in brand recognition, product development, and international accessibility; growing market demand and policy support present opportunities, while competition and external uncertainties remain key threats. Contribution - The study introduces a well-being-oriented lens, arguing that short-term study tours can enrich students’ physical and psychological experiences during their journey. Embedding well-being considerations into program design could meaningfully enhance the overall value and long-term sustainability of educational tourism. These key observations lay useful groundwork for future research, particularly in developing practical, market-oriented strategies.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yan Yuan
AU  - Long Yang
PY  - 2026
DA  - 2026/10/14
TI  - A SWOT Analysis of Short-Term Study Tour Programs in Khon Kaen, Thailand: Toward a Well-Being-Oriented Perspective
BT  - Proceedings of the 2nd International Conference on Lifespan Innovation (ICLI 2026) national Conference on Lifespan Innovation
PB  - Atlantis Press
SP  - 73
EP  - 81
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-797-2_9
DO  - 10.2991/978-94-6239-797-2_9
ID  - Yuan2026
ER  -