Spa Marketing Strategy, Spa Management, Spa Service Quality, and Spa Service Motivation Affecting the International Tourists’ Decision to Visit Spas in Bangkok Metropolitan
The objectives of this research were to study the spa marketing strategy, spa management, spa service quality, and
spa service motivation that affecting the way international tourists make a decision to patronage spa business, to study the
relationship of spa marketing strategy, spa management, spa service quality, and spa service motivation that have on
international tourists’ decision to patronage spa business, and finally to study how to enhance the spa business to attract
higher demand from international tourists. This was a mixed research of both quantitative and qualitative method. A
proportion sampling method was utilized. The focus was on the 320 international tourists who visited Bangkok and stayed at
five major hotels in Bangkok. The in-depth interview was conducted with 10 informants. While the independent variables
included marketing strategy, management, quality, and motivation factors, the dependent variables included brand loyalty,
attitude of customers, and level of satisfaction from customers. The results of this study can be used as a guideline to
enhance Thai spa business to be able to improve in marketing strategies, management, and service quality in order to attract
more demand from international tourists.
Keywords- Spa, Marketing Strategy, Service, Motivation.