A Study of Health Promotion Tourism: A Case Study of Small and Medium Spa Business Enterprises (SMEs)
Keywords:
Spa business, small and medium enterprises (SMEs), service marketing mixAbstract
The objective of this research was to investigate spa business enterprises, STP marketing, and the 7Ps marketing mix of small and medium spa business. Data was collected using a questionnaire survey from 396 SMEs spa users and a focus group of 155 spa entrepreneurs from Bangkok, Khon Kaen, Chiang Mai, Krabi, Songkla, and Phuket provinces.
The study found that SMEs spa businesses fall into the Unfocused.Most SMEs spa entrepreneurs do not take their STP marketing nor their marketing mix strategies into consideration. As a result, they lack the ability to compete. In addition, these entrepreneurs encounter difficulties in accessing finances and maintaining staffing numbers due to an unsteady income.It is recommended that the government should play a greater role in enhancing entrepreneurs’ knowledge on business operationsand access to finances. Furthermore,tourist destinations should be diversified byappealing to tourists during all seasons which would mitigate the cyclical nature of tourism-related businesses and stimulate tourism throughout the year. This would lead to an increase in customers of spa businesses.
References
Abedi, G.,Malekzadeh, R.,Moosazadeh, M., Abedini, E., & Hasanpoor, E. (2019). Nurses' Perspectives on the Impact of Marketing Mix Elements (7Ps) on Patients' Tendency to Kind of Hospital. Ethiopian journal of health sciences, 29(2), 223-230. doi:10.4314/ejhs.v29i2.9
Aksornpairoj, P. (2018). Thai spa business: The development of human capital dimension post-ASEAN Economic Community. Retrieved from https://scholar.utcc.ac.th/handle/6626976254/3874
Aksornpairoj, P., & Pakdeepini, P. (2017). Strategies for improving competitive competency of spa in hotels and resorts in Phuket province. Ganesha Journal, 13(1), 177-191.
Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi governorate in Oman. SAGE Open, 8(3). doi:10.1177/2158244018800838
Batra, R., Charles Zhang, Y., AydinoĞLu, N. Z., & Feinberg, F. M. (2017). Positioning multicountry brands: The impact of variation in cultural values and competitive set. Journal of Marketing Research, 54(6), 914-931. doi:10.1509/jmr.13.0058
Bearden, W. O., Ingram, T. N., & LaForge, R. W. (2007). Marketing : principles and perspectives (5th ed.). Boston, Mass: McGraw-Hill/Irwin.
Booms, B., & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services. IL: American Marketing Association.
Chantaburee, S. (2016). Opportunity and competitiveness of SPA and Thai massage business in Thailand. Kasem Bundit Journal, 17(2), 49-63.
Cravens, D. W., & Piercy, N. (2009). Strategic marketing (9th ed.). Boston, Mass: McGraw-Hill Irwin.
Department of Health Service Support, Ministry of Public Health. (2016). Strategies to develop Thailand into an international health center (Medical Hub 2560-2569). Retrieved from https://hss.moph.go.th/fileupload/2560-102.pdf
Department of International Trade Promotion, Ministry of Commerce. (2015). Thai SPA Business. Retrieved from https://www.ditp.go.th/contents_attach/143532/143532.pdf
Duncan, T. (2008). Principles of advertising & IMC (2nd ed.). Chicago: McGraw-Hill/Irwin.
Esichaikul, R., & Chanpayom, C. (2013). Final research report on strategies to develop Thai spa to enable it to become the regional training center for ASEAN. Bangkok: Research Council of Thailand.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2004). Service management : Operations, strategy, and information technology (4th ed.). Boston, Mass: McGraw-Hill.
Global Wellness Institute. (2018). Global Wellness Economy Monitor: October 2018. Retrieved from is.gd/hwHIMb
Hoffman, K. D., & Bateson, J. E. G. (2006). Services marketing : Concepts, strategies & cases (3rd ed.). Ohio: Thomson/South-Western.
Jin, B., & Gu Suh, Y. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62-71. doi:10.1108/07363760510589226
Johnston, R. (1996). Achieving Focus in Service Organisations. The Service Industries Journal, 16(1), 10-20. doi:10.1080/02642069600000002
Junead, J., Jamnongchob, A., Wanichakorn, A., & Manirochana, N. (2018). The study on potential of Thai identity in spa business and traditional Thai massage toward world class health tourism sector. Panyapiwat Journal, 10(2), 1-16.
Kaiwansil, C., Sangpikul, A., & Pongyelar, A. (2018). Push-pull factors and behavior affecting Thai consumers’ decision to use day spa. Ph.D. in Social Sciences Journal, 8(2), 1-14.
Kankaew, P. (2011). An all-out win achieved by looking at the market from different perspectives. Retrieved from http://www.tpa.or.th/publisher/pdfFileDownloadS/qm161_p092-95.pdf
Kasper, H., van Helsdingen, P., & Gabbott, M. (2006). Services marketing management : a strategic perspective (2nd ed.). New Jersey: Wiley& Sons.
Kerin, R. A., Lau, G. T., Hartley, S. W.,& Rudelius, W. (2015). Marketing in Asia (3rd ed.). Singapore: McGraw Hill Education.
Kim, J.H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424-438.
Kim, S. M., & Park, M. J. (2020). Evaluation of cross-national global market segmentation and strategy: The case of Korean Wave for ASEAN countries. Asia Pacific Management Review, 25(4), 207-215.
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for hospitality and tourism (7th ed.). UK: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (5th ed.). Boston: Pearson.
Kusumawati, R. D., Oswari, T., Utomo, R. B., & Kumar, V. (2014). The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia. Procedia Engineering, 97, 1765-1771.
Kwok, L., Tang, Y., & Yu, B. (2020). The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb. International Journal of Hospitality Management, 90, 102616. doi:10.1016/j.ijhm.2020.102616
Lee, C. H., Ko, E., Tikkanen, H., Phan, M. C. T., Aiello, G., Donvito, R., & Raithel, S. (2014). Marketing mix and customer equity of SPA brands:Cross-cultural perspectives. Journal of Business Research, 67(10), 2155-2163. doi:10.1016/j.jbusres.2014.04.025
Lovelock, C. H., & Wirtz, J. (2016). Services marketing : people, technology, strategy (8th ed.). New Jersey: World Scientific.
Malega, P., Rudy, V., Kovac, J., & Kovac, J. (2019). The competitive market map as the basis for an evaluation of the competitiveness of the Slovak Republic on an international scale. Journal of Competitiveness, 11(4), 103-119. doi:10.7441/joc.2019.04.07
Manrai, L. A., & Manrai, A. K. (2007). A field study of customers’ switching behavior for bank services. Journal of Retailing and Consumer Services, 14(3), 208-215.
Miles, P., Miles, G., & Cannon, A. (2012). Linking servicescape to customer satisfaction: exploring the role of competitive strategy. International Journal of Operations & Production Management, 32(7), 772-795. doi: 10.1108/01443571211250077
Mohammad, H. I. (2015). 7Ps marketing mix and retail bank customer satisfaction innortheast Nigeria. British Journal of Marketing Studies, 3(3), 71-88.
Mojahedi, S., & Hassanpour, E. (2016). Identify and prioritize neuromarketing strategies nervous and their impact on the competitive advantage of the company on the basis of the marketing mix (Case study: Shiraz travel agencies). International Business Management, 10(15), 3077-3083.
Navarat Na Ayudhaya, T. (2009). Services marketing : Concepts and strategies (3rd ed.). Bangkok: Chulalongkorn University Press.
Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2020). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2), 363-388. doi:10.1108/JIMA-09-2019-0198
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients' selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1), 1-8. doi:10.1186/s42506-020-00052-z
Saetang, W., & Pathomsirikul, Y. (2016). Marketing Strategy Model for Building Customer Loyalty in Feed Wholesale Business. The Journal of Behavioral Science, 11(2), 109-126.
Sangsuk, S., Pungnirundi, B., & Pinyoanuntapong, B. (2014). Differentiation strategy for competitive advantage of ceramics OTOP in the lower northern region of Thailand. Social Science Research and Academic Journal, 9(26), 43-60.
Seng, L. C., Sum, L. W., & Mahfar, M. S. (2015). Creating product visibility to the bottom of the pyramid: Integration of marketing mix and human value ecosystem approach. Journal of Entrepreneurship, Business and Economics, 3(1), 1-30.
Shiau, H.L., Huang, C.J., & Chen, F.C. (2013). International involvement, target market selection, and consolidated performance: A firm-level analysis of Taiwan's FDI in China. Emerging Markets Finance & Trade, 49(Sup4), 184-196. doi:10.2753/REE1540-496X4905S413
Siswati, E. (2021). Strategies to target market segments for traditional food products in Surabaya based on coworking space. Russian Journal of Agricultural and Socio-Economic Sciences, 1(109),43-46.doi:10.18551/rjoas.2021-01.04
Skowron, L., & Kristensen, K. (2012). The impact of the recent banking crisis on customer loyalty in the banking sector : Developing versus developed countries. The TQM Journal, 24(6), 480-497.
Solimun, S., & Fernandes, A. (2018). The mediation effect of customer satisfaction in relationship between service quality, service orientation and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87. doi:10.1108/JMD-12-2016-0315
Sonkaew, S., & Chaiprasit, K. (2019). Marketing mix factors correlated to satisfaction of buying japanese cosmatics in Pathumthani province. EAU Heritage Journal Social Science and Humanities, 9(1), 229-237.
Thongtub, S. (2019). The continued future support for entrepreneurs and their competitiveness. Retrieved from https://www.thebangkokinsight.com/125178/
Van Waterschoot, W., & Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited. Journal of Marketing, 56(4), 83. doi:10.1177/002224299205600407
Wirtz, J., Chew, P., & Lovelock, C. H. (2012). Essentials of services marketing (2nd ed.). Singapore: Pearson Education South Asia Pte Ltd.
Yaghoubian, S., Jahani, M. A., Yazdani-Charati, J., & Mahmoudi, G. (2018). The role of marketing mix (the 7 Ps) in patients’ attitudes to Iranian hospitals based on their kind of ownership (case study in Iran). International Journal of Healthcare Management, 13(Sup1), 268-272. doi:10.1080/20479700.2018.1505226
Yamane, T. (1973). Statistics : an introductory analysis (3rd ed.). New York: Harper & Row.
Zimmer, M., Salonen, A., & Wangenheim, F. V. (2020). Business solutions as market signals that facilitate product sales. Industrial Marketing Management, 91, 30-40. doi:10.1016/j.indmarman.2020.07.014
Downloads
Published
How to Cite
Issue
Section
License
บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
