Abstract:
The study was mixed methods research which used survey and analysis of data from business
entrepreneurs who have been operating for 5 years or more, 10 locations in Bangkok. The snowball
sampling method was used and 400 tourists by followed Taro Yamane, questionnaires were purposive
sampling that who have used the spa services. Then analysed by descriptive statistics, Average
standard deviation. Most of tourist are female, ages 41-50 years, single, revenue more than 40,001
Bath, career: private employee. Tourist behaviours of using Thai massage services for relieve stress 1
time per month. Period of spend the service around 1-2 hours per time in Saturday-Sunday. The
influence persons in the use of the service were themselves. The expense par time to use the was less
than 1,000 Baht. Marketing Mix (7Ps) travellers focus on satisfaction in providing services of spa
business in term of process, physical environment, marketing promotion, people, place, price and
products as severally. Equivalent of women and men entrepreneurs in Day spa business. The
investment were personal capital and a bank credit. There are 10 or more employees. Types of massage
services were general spa which are various price, on location store. The marketing promotions were
public relations, brochure, event. The staffs dress well as simple, elegant, good-looking, and clean. In
terms of personnel employees who take an experience and able to communicate in foreign languages
are selected. For service staffs have to professional license, good personality, and have a good
relationship. Raw materials used in the spa business were purchase from ready-made raw materials.
Problems and obstacles in the spa business are a lack of staff who have a knowledge or expertise in
spa business management, high of staff turnover and a services skill of employees in providing
services are rare. In marketing aspect were high competition, good locations were rare and high cost.
Herbs which used in spa business were general such as turmeric, Phlai, compress massage oil,
tamarind, Kaffir lime, balm, aroma oil and etc. Currently, there is no shortage of such herbs. and has
sufficient quantity to meet demand. |
