MARKETING STRATEGIES OF THAI SPA OPERATORS IN BANGKOK METROPOLITAN

By Pimpa Hirankitti, Panisa Mechinda and Suwimol Manjing

Year 2009

Abstract

This research aims to study the general information on the spa business, marketing strategies and results of the operations of the day spa and resort/hotel spa operations. The sample used for this research was 45 Thai spa operators in Bangkok. It used questionnaire as the tool for collecting information. The research results found that most operators had been in business between 3-4 years, with 12-15 employees, had the ratio of Thai customers about 42-67 percent, and foreign customers 33-70 percent. There were about 356-491 customers used the service per month. The marketing strategy of the spa business was to give priority on the product, which was to provide diversity. The physical characteristics were the atmosphere inside the shop and the basic equipment. The service was the process of providing efficiency, on the spa therapy was hospitality, the reception was speed and efficiency, the marketing promotion was advertising via the Web site, and the price was set suitably corresponding to the service quality.

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