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

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.