Marketing Potential Development and Needs of Thai Herbs in Spa Business to Promote Medical Tourism

Abstract

This research is a mixed method by using surveys and data to be analyzed from 10 business operators that have operated from 3 years or more in Bangkok. By using a snowball sampling method and 400 foreign tourists using the Taro Yamane approach Average standard deviation And Chi-Square test at significance level 0.05 Entrepreneurs, women and men in equal proportions The form of the spa business is a day spa, private capital investments and bank loans. There are 10 or more employees in the shop. Most spa business customers are foreigners. The form of general spa massage services. Prices are multi-level. There is a storefront. Use sales promotion. The dress code of the staff is elegant, clean and good. The decoration of the spa has many forms. The process of service process is similar. Management in the spa business. Personnel are selected employees who have experience working in the spa business. Able to communicate in foreign languages The service staff Must have a professional license, personality, etiquette, human relations, massage methods, finance. There is an accounting of the business as well. The procurement of raw materials used in the spa business, purchase finished raw materials Problems and obstacles of spa business Personnel shortages With knowledge and expertise in the spa business management The rate of entry-exit is high. And the service provision of skilled workers in providing rare services in highly competitive markets Location Good, rare and high price The need for herbs for use in the spa business is commonly used herbs such as turmeric, massage oil, compresses, tamarind, bergamot, balm, fragrant oils, etc. At present, there is no shortage of such herbs. And have sufficient quantity to meet the needs Tourists are female, more than male, age between 41-50 years old. Single status, income more than 40,001 baht or more, private employee. Foreign tourists behavior, patterns of using Thai massage services Objective to relieve stress Frequency of using the service 1 time / month. Time to use the service Saturday - Sunday or vacation Persons influencing the use of self-service and family members The cost / time of using the service is less than 1,000 baht. The duration of the service is 1-2 hours / time. Marketing mix (7Ps) Travelers pay more attention to the satisfaction of the services of the spa business. In the physical process, marketing promotion, personnel, location, price and product respectively Hypothesis testing Sex is related to behavior, objectives, duration, person, influence, price, personnel, physical and process. Significantly at the level of 0.05, age and income were related to behavior, objectives, timing, influential persons Cost and duration the age is also significantly related to marketing mix (7Ps) in all aspects at the level of 0.05