THE STRATEGIES FOR DEVELOPING SPA BUSINESS TO BE THE THAI WORLD CLASS SPA BUSINESS

Abstract

This study aimed to: 1) analyze the experiential context and characteristics of Thai World Class Spa Business in the area of Health Service Support Center 11 and 2) propose the strategies for spa businesses to be the Thai World Class Spa Business. The study employed a qualitative research method, utilizing in-depth interviews with key informants drawn from three groups which are 16 award-winning Thai World Class Spa operators in the specified region, 5 government officials, and 5 representatives from the private sector. The research instruments included semi-structured in-depth interview questionnaires and observation forms. Qualitative data were analyzed using content analysis.

The results of the study were as follows: 1) the Andaman Coast provinces (especially Krabi and Phuket) possess supporting factors like beautiful beaches, which align with the government’s strategic push for the area to be a World Class Wellness Tourism destination. This policy direction has led to intensive promotion, advice, and support for international standard assessments for spa establishments in these main tourist provinces, creating an incentive for operators to invest in quality development and resulting in a high readiness and opportunity for spas in these provinces to receive the award. 2) The proposed strategies for developing the spa business to be the Thai World Class Spa Business include the management strategy for the foundation of excellence, where effective internal management is key to building a stable foundation, and the service marketing strategy for creating value and experience, which acts as the mechanism for differentiation and attracting repeat customers.