A COLLABORATIVE HUMAN CAPITAL DEVELOPMENT MODEL FOR SMALL SPA AND THAI MASSAGE BUSINESS IN PATTAYA

Abstract

This participatory qualitative research aims (1) to assess the potential and needs for human capital development (HCD) of the small Spa & Thai Massage businesses in Pattaya, (2) to explore the pertinent HCD strategies and mechanism, and (3) to suggest the corresponding strategic policies and business plans for this selected group.  The findings reveal six prolonged problems, confronting the small Spa & Thai Massage businesses in Pattaya.  First, the looming shortage of qualified human resources; second, the professional development to comply with the service business regulations and the health & sanitary regulations; third, the improvement of customer relations skills; fourth, the improvement of foreign language communication; fifth, the upholding of business ethics and professional conducts; and sixth, the negative image for the overall Spa and Thai Massage businesses in Pattaya.  This research, therefore, proposes five measures to address these problems.  First, to establish a Strategic HCD initiative to set the stage for and to coordinate HCD at all levels in Pattaya.  Second, to integrate all learning resources and facilities that located in the inner-city and around the connected areas to take the full benefit of the integration.  Third, to ensure a well-balanced HCD, with concern for all stakeholders’ needs.  Forth, to promote a positive public image for the overall Spa & Thai Massage business in the area.  Fifth, to foster the collaboration among the Pattaya tourism clusters to enhance the professionalism and standards of the Spa & Thai Massage business to a high-level international recognition.