AN ANALYSIS OF SPA TOURIST REVIEWS IN MAJOR TOURISM CITIES

Abstract

          Given the limited studies of secondary data regarding using spa services from foreign tourists, this study, therefore, has the research objectives to analyze tourist reviews regarding spa services, and categorize them into major subjects, themes and constructs. The study was conducted by 1) selecting registered day spas with the Ministry of Public Health 2) setting the criteria 3) searching for tourist reviews based on the registered day spas from the major secondary source and 4) employing a content analysis to analyze and categorize the reviews to positive and negative themes and constructs.

          According to the findings, the study found that spa tourist reviews can be grouped into 13 major subjects, and categorized into 10 positive and negative themes. If further categorized into constructs, they can be grouped into 3 constructs: 1) services & staff 2) physical elements and 3) marketing related issues. Overall, the findings of this study expand the limited literature related to spa business and also provide useful recommendations for Thai spa establishments regarding maintaining the positive reviews and improving spa services with negative reviews.