Main Article Content
The study examined service quality as well as perceived marketing mix strategy of spa and Thai traditional massage service, and how perceived marketing mix strategy influenced on service quality of Chinese tourists. 400 Chinese tourists who have visited Pattaya city. Questionnaire was used as an instrument for collecting the data. Structural Equation Model was established and Path analysis was performed. An established hypothesis which was the model consistent with the empirical data was tested with .05 level of statistical significance.
The findings revealed that in regard to the service quality for spa and Thai traditional massage services of Chinese tourists, was rated, as a whole, at the ‘highest’ level. Additionally, perceived marketing mix strategy of spa and Thai traditional massage service by Chinese tourists was rated, as a whole, at the ‘highest’ level. The first three aspects rated at the highest level were service procedures, physical characteristics, and product and quality offering, respectively. A perceived marketing mix strategy had a direct positive effect on the service quality. Hypotheses testing results found that the causal model was consistent with the empirical data. The variables of perceived marketing mix strategy in an established model accounted for 76 percent of the total variance of service quality.
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