Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
The Factors Affecting the Satisfaction of Tourists Who Use Thai
Spa Services Area of Bangkok
Arunothai Juntavong
The objectives of this study are: 1) to explore the factors that affect the
satisfaction of tourists using Thai Spas, and 2) to better understand the
requirements that might improve ‘Thai Spa’ business management, in order to
improve efficiency and effectiveness, and 3) to determine how to develop Thai
spa businesses. In the research methodology section of the paper, the adoption
of empirical research methodology (Mark Easterby-Smith, 2008)is explained and
described, in order to gather information regarding the factors affecting the
satisfaction of tourists who use Thai spa services. Furthermore, the choice of the
data collection procedure and qualitative data analysis are also justified. The
research findings were as follows: The people who provide spa services to
tourists can be considered a factor affecting service satisfaction. The ‘therapist’
is a person who is directly involved in providing services and who directly affects
tourists, because the therapist provides a most essential service. Tourists expect
to receive a very good service, but the service provided can have both good and
bad consequences. The service itself can satisfy customers, but the key factor
affecting tourists the most is the people themselves. It is therefore necessary to
focus upon the work of such personnel, in order to deliver a good service
performance and to provide a guide for conducting effective business in the
future.
JEL Codes: The Satisfaction of Tourists, Thai Spas, Quality of Service
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Arunothai Juntavong, Stamford International University, Master of Business Administration, Student Id: 012330013,
MBA (General Management), Corresponding Author: 10/120 Nongkhame, Nongkhame, Bangkok, Thailand 10160,
E-mail: ajuntavong@gmail.com, Tel: 0944488949