The Potential Development Model of Health Spa Business in Bangkok

Abstract

This research aims to study 1) the level of potential development of the health spa business, corporate image, marketing strategy, management and consumer behavioral intentions, 2) the influence of corporate image, marketing strategy, management and consumer behavioral intentions that affects the development of health spa business potential Bangkok. And 3) the model for developing the potential of the health spa business. Using a mixed research method. In quantitative research, the sample group consists of people aged 20 years and over and reside in Bangkok, numbering 380 people multistage sampling. Used a questionnaire as a tool with a sample group. Data were analyzed using statistics. Descriptive and structural equation modeling analysis. Use the results of quantitative research on significant issues to create questions in semi-structured in-depth interviews. Used with those who provide important information qualitative research: 15 cases were purposively selected and data were analyzed using content analysis       

The results showed that 1) the level of potential development of the health spa business. It is at a high level, with the quality of the spa establishment being the most important, followed by the competence of the personnel, organizational structure and work system and corporate strategy. 2) Components that influence the potential of the health spa business in Bangkok include corporate image, marketing strategy, management and consumer behavioral intentions, respectively. And 3) the potential development of the health spa business. For this research, there are 4 components include (1) quality of the spa establishment, (2) personnel competency, (3) organizational structure and work systems, and (4) organizational strategy. Results of research, four components can be developed further. To increase the potential of the health spa business and can be set as a standard benchmark for the health spa business