Spa service management guidelines based on the new normal for high-income tourists to promote health tourism in Thailand

Abstract

           This research endeavors to 1) investigate the demand behavior for spa services of high-income tourists based on the new normal 2) evaluate the efficacy of service management in spas of high-income tourists based on the new normal and 3) propose managerial strategies for spa of high-income tourists based on the new normal to promote Thailand’s health tourism industry. A mixed-method approach is used for this research. The quantitative research population are Thai high-income tourists aged above 18, 442 samples, who have used spa services from 2018 through 2023. Data collection is facilitated through an online questionnaire. Statistical analyses encompass frequency, percentage, mean, standard deviation, and regression analysis. Moreover, the qualitative research population comprises 12 individuals actively engaged in spa business management. Data acquisition is conducted through in-depth interviews and subsequently analyzed utilizing data categorization techniques. The results of the demand of spa   service using found that the service needs based on hygiene principles had the highest average scores (4.72). The results of the efficiency of spa service management found that the management aspect of cleanliness and hygiene standards and the aspect of location and environment had the highest average scores (4.62). When using the results from quantitative research and data analysis from in-depth interviews to confirm quantitative research results, can be determined strategies for spa services based on the new normal to enhance Thailand's health tourism industry for high-income tourists, comprises of: (1) Designing customer experiences that foster holistic relaxation. (2) Prioritizing privacy-oriented amenities to cater to service users' needs. (3) Implementing personal data management or health advice systems focusing on mental well-being and stress alleviation for service recipients. (4) Incorporating knowledge about local ingredients to highlight their benefits, thereby adding value to products and services. And (5), ensuring compliance with health principles, including obtaining certifications for health standards in spa establishments, and enforcing strict adherence to health measures by spa employees.