The Study of Key Success Factors of Wellness Tourism Service Business Case of Spa Business

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Suthaporn Chantra
Wuttigrai Ngamsirijit


          This research endeavor aims at studying key success factors of the wellness tourism service business, particularly spa business. The purpose of this quantitative research study is to study important success factors of wellness tourism specifically spa businesses and their relation to customer service and financial status.  The research method used was the collection of data from 109 spa business owners, with the use of questionnaires. The principal component analysis of 37 components, the result showed success factors in the intra-business management factor, innovation-oriented factor, investment management factor, uniqueness creation factor, and marketing communication factor. After considering the Multiple Linear Regression Analysis, the result of the study of success factors and customer service revealed that intra-business management factor, innovation-oriented factor, and marketing communication factor had a high correlation with customer service, equivalent to 0.757 and the regression coefficient of success factors whose customer service result can be predicted was as follows:

          Y =    0.981+ 0.378 (intra-business management factor) + 0.172 (innovation-oriented factor) + 0.193 (marketing communication factor)

          The result of the study of success factors and financial status showed that there were positive correlations among all of the 5 success factors and the order by magnitude of Spearman’s Rank Correlation Coefficients was as follows: Intra-business management factor (0.444) Marketing communication factor (0.438) Investment management factor (0.340) Innovation-oriented factor (0.318) Uniqueness creation factor (0.278), respectively



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Chantra, S., & Ngamsirijit, W. (2020). The Study of Key Success Factors of Wellness Tourism Service Business Case of Spa Business. Journal of Thai Hospitality and Tourism, 15(1), 58–71. Retrieved from
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