THE BEHAVIORS AND OPINIONS OF TOURISTS REGARDING THE QUALITY OF SERVICE IN THE WELLNESS MASSAGE BUSINESS IN MUEANG DISTRICT, CHIANG RAI PROVINCE
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Abstract
This research aims to examine the opinions of the sample group regarding the factors affecting the service quality of health massage businesses in Mueang District, Chiang Rai Province. A quantitative research method was employed. The research population consisted of Thai and foreign tourists who used health massage services in Mueang District, Chiang Rai Province. The sample group included tourists with prior experience using health massage services in the area, divided into two groups: 200 Thai tourists and 200 foreign tourists. Purposive sampling was applied for the selection of participants. The research instrument was a questionnaire focusing on the behaviors and opinions of tourists concerning the service quality of health massage businesses in Mueang District, Chiang Rai Province. Data were analyzed using basic statistical methods, including frequency, percentage, mean, and standard deviation.
The research findings revealed that the overall opinions of the respondents were at the highest level ( = 4.36, S.D. = 0.57). The top three factors receiving the highest scores were: (1) atmosphere and aesthetics, (2) facilities, and (3) safety and personnel, all of which were rated at the same level. These results highlight the importance of tourists’ behaviors and perceptions regarding the quality of services offered by health massage businesses in Mueang District, Chiang Rai Province. Such insights can contribute to the systematic development of the industry toward sustainability and enhanced competitiveness in the health tourism market. Recommendations derived from the study include the establishment of standardized service protocols across the province, systematic hygiene quality inspections, and the integration of massage businesses into the local tourism development plans. Furthermore, attention should be given to the development of training curricula focusing on language skills and modern service techniques, as well as the provision of continuous education on industry trends. Emphasis should also be placed on improving service efficiency, brand building through digital marketing strategies, and adding business value through supplementary services. These efforts aim to enhance tourist satisfaction, ultimately leading to the development and improvement of service quality in the health massage sector in Mueang District, Chiang Rai Province, enabling it to effectively meet the needs of its clientele.
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