Demand for Spa Services in Bangkok Metropolis

Abstract

The current trend of health care stresses the application of natural therapeutic practices to the ends of obtaining bodily balance and dissipating stress. This trend has led to the huge popularity of spas catering to both native and foreign customers. In this light, then, the researcher engaged in an investigation of the demand for spa services in Bangkok Metropolis. Investigated are demographic data insofar as they reflect changes in behavior vis-à-vis spa services in addition to actual changes in demand for such services. In this connection, a sample population of 400 was collected for purposes of investigation. It was determined that the majority of spa users are females between the ages of thirty-one and forty employed by private companies and who have a moderate income. They use spa services on weekends between 13.00 and 18.00 hours. The expense was no more than 1,000 baht per session. Most would use traditional Thai massage for relaxation. The test of the relationship of factors influencing the demand for spa services indicates that gender is correlated with the time and frequency of using spa services. Age is correlated with types of spa services, as well as with opting for supplementary services. Educational level is correlated with the marketing mix, namely, employees providing the services, atmosphere, marketing promotions, and channels of receiving information. Occupation is correlated with client decisions to use spa services and objectives in using them. Level of client income is correlated with the use of supplementary spa services. Variations in service fees are correlated with the frequency with which spa services are used. Reductions in service fees are correlated with the types of services provided in spas. Client tastes are correlated with the supplementary services offered in spas.