The Business Economic Sustainability of Thai Traditional Massage Enterprises: Benjaburapha Suvarnabhumi Group

Abstract

The purposes of this research were to study 1) current Thai traditional massage business condition in Benjaburapha Suvannabhumi Group, 2) operational skills of Thai traditional massage business entrepreneurs in Benjaburapha Suvannabhumi Group, and
3) guidelines for operating a sustainable Thai traditional massage business in Benjaburapha Suvannabhumi Group. The research was qualitative research. For collecting data using a questionnaire, the sample selecting using selective sampling method was 250 Thai massage service users in Benjaburapha Suvannabhumi Group. The interview form was used to interview 20 Thai massage entrepreneurs or the person in charge of the Thai traditional massage business who were chosen using a selective sampling method. The statistics used for data analysis were percentage, mean, standard deviation, and content analysis.

The research resulted were as follows: 1. People received Thai traditional massage services from the Benjaburapha Suvarnabhumi Group 3-4 times a month in order to care for and promote their health. Most of service consumers choose the herbal compress massage service. The service was usually used in the evening, with a length of 2 hours and a cost of 200-500 baht each time.

2. The overall level of operational skills of Thai traditional massage entrepreneurs in the Benjaburapha Suvannabhumi Group was highest, with skills ranging from high to low in the following categories: human relationship, analysis, and technique.

3. Guidelines for operating a sustainable Thai traditional massage business in Benjaburapha Suvannabhumi Group found that entrepreneurs should have knowledge of both management science and Thai traditional massage science. Employees should be developed to provide high-quality, standardized services. There were public relations, marketing, using technology to provide customer service, and seriously promoting tourism by the government or relevant government agencies.