The Application of Lanna Wisdom for Spa Business in the Upper Northern Thailand

Abstract

This paper aims to study the application of Lanna wisdom for
spa business in the Upper Northern of Thailand. Mixed methods, including
observation, participatory and non-participatory, and focus group, are
utilised by a questionnaire with interviews the spa entrepreneurs in eight
provinces in the Northern region. The results show that the spa businesses
applied various types of Lanna wisdom have a unique Lanna image of
both herbal and health rehabilitation services, including traditional and
alternative medicine services. Currently, spa businesses have adopted
cultural and traditional Lanna identities, including 1) Traditional Lanna
therapy 2) the use of herbs for local Lanna products 3) application of
Lanna architecture 4) packaging development of spa appliances 5) the
use of Lanna music during services, and 6) an integration services of the
legendary traditional medicine and alternative medicine. In addition, the
application of Lanna style, which is unique and distinctive, can be reflected
"identity Lanna spa", including the identity of five areas: form, taste,
aromatherapy, sound, and touch, with the application of wisdom, arts,
culture and Lanna heritage. From concept to design, decoration materials,
appliances, clothing, music, sound, natural plants, herbal massage rituals,
beliefs, legends and folk tales could distinctly explain the origin and
meaning. Moreover, many spas put more effort to bring out these identities
of Lanna spa from the development of products and services. The identity
Lanna spa through form, taste, aromatherapy, sound, and touch thus
should be applied throughout the Northern provinces to the application
of Lanna wisdom spa for value-added products/services. This could also
distribute income to communities as well as promote tourism in the
Northern provinces.