Factors influencing to select using spa health services among Thai tourists in Chiang Mai Province
Year: 2024
Type: article
Study design: Observational Study
Abstract: Chiang Mai Province has a large number of tourists who come to visit. Tourists choose to use spa services for relaxation. The health spa offers a variety of activities. Focus on taking care of the health of those who receive services. Research objectives: To study 1) marketing strategy level Management Service quality, motivation and selection of health spa services of foreign tourists Chiang Mai Province and 2) Influence of marketing strategies Management Service quality and motivation that affect foreign tourists' selection of health spa services. Chiang Mai Province The sample group is 340 foreign tourists obtained from systematic random sampling Data were collected using a questionnaire. Data were analyzed using descriptive statistics. and structural equation model. The research results found that 1) marketing strategy Management The quality of service, motivation and selection of health spa services is at a high level and 2) Marketing strategy Management Service quality and motivation have a positive direct influence with statistical significance at the .05 level on the selection of health spa services. Therefore, health spa business operators Chiang Mai Province Spa marketing strategies should be established. By providing quality service reasonable price add payment channels and have effective marketing communications Arranging the environment to be beautiful and product formats that meet customer needs increase the number of customers.
Author: Dr. Sudawan Somjai
Language: English
Subfield: General Health Professions
Field: Health Professions
Domain: Health Sciences
Open Access status: diamond
OpenAlex ID: W4404118400