THE INTERNATIONAL TOURIST’S DECISION TO VISIT THE SPA IN BANGKOK METROPOLITAN

Authors

  • Achara Luengsawas, Narong Kulnides and Sudawan Somjai 8/83 ladphakao 77 Anusawari bangkhen bangkok

Keywords:

Spa Marketing Strategy, Spa Management, Spa Service Quality, Spa Service Motivation, Decision to visit the Spa

Abstract

          The objectives of the research were: 1) to study the level of marketing strategy, management, service quality, spa service motivation and the international tourist’s decision to visit the spa in Bangkok Metropolitan; and 2) to examine the affecting of marketing strategy, management, service quality, and spa service motivation on the international tourist’s decision to visit the spa in Bangkok Metropolitan. The research use quantitative methodology. Sample size 340 of the international tourist’s, which use hotel spa in the top 5 ranked hotel in Bangkok selected by systematic random sampling. Sample size determined on 20 times the observed variables. Data are collecting a questionnaire and then analyzed with descriptive statistics and a structural equation model. The research findings indicate that: 1) the marketing strategy, management, service quality, spa service motivation and spa selection of the international tourist’s in Bangkok in the high level; and 2) marketing strategy, management, service quality and spa service motivation are positive direct influence to tourist’s decision to visit the spa in Bangkok Metropolitan and the spa marketing strategy is the most positive direct influence with statistical significance at the level .01. The results are benefit for the Thai spas’ entrepreneurs to operate reasonable price, quality efficiency of products, service and providers. Increase payment channels and effective marketing communication; provide a unique and beautiful environment, service technical and product which support customers’ lifestyle and service providers’ development.

References

บุริม โอทกานนท์. (2555). 4C’s การตลาดปฏิวัติ. สืบค้นเมื่อ 3 พฤษภาคม 2562, จาก http://thaifranchi sedownload.com/dl/group13_6445_20140108150608.pdf

ศูนย์วิจัยเศรษฐกิจและธุรกิจ ธนาคารไทยพาณิชย์. (2561). สปาไทยรุ่ง กวาดกำไรไตรมาสแรก. สืบค้นเมื่อ 11เมษายน 2562, จาก http://www.bltbangkok.com/WellBeing/

สำนักธุรกิจบริการและโลจิสติกส์. (2558). ธุรกิจสปาไทย. กรุงเทพฯ: กรมส่งเสริมการค้าระหว่างประเทศ.

สุภมาส อังศุโชติ, และคณะ. (2554). สถิติวิเคราะห์สำหรับการวิจัยทางสังคมศาสตร์และพฤติกรรมศาสตร์: เทคนิคการใช้โปรแกรม LISREL. กรุงเทพฯ: บริษัทเจริญดีมั่นคงการพิมพ์.

Armstrong, G., & Kotler, P. (2009). Marketing: An Introduction. New Jersey: Pearson Education.

Basheer Abbas Al-alak Ghaleb Awad EL-refae. (2012). The Relationships between Service Quality, Satisfaction, and Behavioral Intentions of Malaysian Spa Center Customers. International Journal of Business and Social Science, 3(1), 198-205.

Esichaikul, R. (2012). Travel motivations, behavior and requirements of European senior tourists to Thailand. Reviata de Turismo Patrimonio Cultural, 10(2), 47-58.

Gnanapala, A. C. (2014). Factors Affecting Customer Satisfaction Related to the Tourist Hotel Industry in Sri Lanka. Journal of Tourism and Hospitality Management, 2(7), 265-278.

Klaysung, C. (2016). Behaviors and Factors Affecting the Selection of Spa Services among Consumers in Amphawa, Samut Songkhram, Thailand. International Scholarly and Scientific Research & Innovation, 10(12), 3897-3901.

Kucukusta, D., Pang, L., & Chui, S. (2013). Inbound Traveler’s Selection Criteria for Hotel Spasin Hong Kong. Journal of Travel & Tourism Marketing, 30(6), 557-576.

Rancic, M., Pavic, L., & Mijatov, M. (2014). Wellness Centers in Slovenia: Tourists’ Profiles and Motivational factors. TURIZUM, 18(2), 72-83.

Soleiman, A. G., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Science, 4(1), 1-14.

Trihas, N., & Konstantarou, A. (2016). Spa-goer’s Characteristics, Motivations, Preferences and Perceptions: Evidence from Elounda, Crete. Alma Tourism-Journal of Tourism, culture and Territorial Development, 7(14), 106-127.

Tripadvisor. (2559). โรงแรมสปาระดับหรูในกรุงเทพมหานคร. สืบค้นเมื่อ 20 กันยายน 2559, จาก https://th.tripadvisor.com/HotelsList-Bangkok-zfp8639667.html

Virabhakul, V., & Ching-Hsu, H. (2017). Effective Choice Determinants for Day Spas Selection: Discrete Choice Experiments. J Tourism Res Hospitality, 6(4), 1-9.

Vryoni, S., Bakirtzoglou, P., & Ioannou, P. (2017). Customers' satisfaction and service quality of spa centers in Greece. Acta Kinesiologica, 11(1), 12-18.

Downloads

Published

2021-06-27

Issue

Section

Research Articles