Labor Demand of Private Health Service Support Business in Chiang Mai Province

Abstract

          The objective of this research was to study. The labor demand, business environment, and strategies for restructuring health service businesses. Increasing their competitions in Chiang Mai. The research also investigated the intellectual status and problem-solving approaches of the private health service organizations in Chiang Mai through a qualitative research method. Semi-structured, in-depth interviews were conducted with 14 key informants, as health business entrepreneurs in Chiang Mai. The content analysis was employed.

           The research findings showed that the labor demand of private health service businesses in Chiang Mai required employees with the professional ethics, knowledge, and the ability to perform their duties well, along with positive attitudes and good personalities. The business environment analysis after COVID-19 showed an improving tourism situation in Chiang Mai, with the returning Thai and international tourists. As a result of consumer behavior, there was an increased focus on health care, leading to the growth of the health service industry. Thai spa and traditional Thai massage businesses emphasized on providing impressive services and high-quality products, incorporating strategies for business development.  The suggested development strategies included (1) the introduction of "A Medical Holiday/Vacation Package”, (2) marketing activities to expand the customer base and penetrate new markets, and (3) elevating the standards of health products and services, competition strategies, enhancing human resource management capabilities, creating courses to improve personnel skills, implementing aggressive marketing, and establishing business networks. The current challenges involved with a lack of skills and emotional control among personnel. The solution was an effective management of emotional intelligence.