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Title: Marketing Strategies of Thai Spa Operators in Bangkok Metropolitan
Authors: Pimpa Hirankitti
Panisa Mechinda
Suwimol Manjing
Keywords: Marketing strategy, spa, Thailand
Issue Date: 2009
Publisher: Rajamangala University of Technology, Thanyaburi
Citation: The International Conference on Applied Business Research ICABR 2009 Valletta (St.Julians) - Malta September 21st - 25th, 2009
Abstract: This research aims to study the general information on the spa business, marketing strategies and results of the operations of the day spa and resort/hotel spa operations. The sample used for this research was 45 Thai spa operators in Bangkok. It used questionnaire as the tool for collecting information. The research results found that most operators had been in business between 3-4 years, with 12-15 employees, had the ratio of Thai customers about 42-67 percent, and foreign customers 33-70 percent. There were about 356-491 customers used the service per month. The marketing strategy of the spa business was to give priority on the product, which was to provide diversity. The physical characteristics were the atmosphere inside the shop and the basic equipment. The service was the process of providing efficiency, on the spa therapy was hospitality, the reception was speed and efficiency, the marketing promotion was advertising via the Web site, and the price was set suitably corresponding to the service quality.
Appears in Collections:ประชุมวิชาการ (Proceedings - BUS)

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