Strategies for Increasing the Potential of Thai Spa and Health Massage Businesses in Chiang Mai Province

Abstract

          This research aimed: 1) to study the factors influencing the competitive advantage of Thai spa and wellness massage businesses, 2) to analyze the strengths, weaknesses, opportunities, threats, and factors related to building competitive advantage for Thai spa and wellness massage businesses, and 3) to propose strategies for creating competitive advantage in the Thai spa and wellness massage businesses in Chiang Mai province. This research employed a mixed methods approach. A sample consisted of 380 business owners of the spa and wellness massage businesses in Chiang Mai province and in-depth interviews with key informants, totaling 22 people. The tools used were a questionnaire and in-depth interviews with key informants.  Instruments for data analyses were means and standard deviations, statistics using structural equation modeling techniques and content analysis.

           The research findings revealed that:

           1) The competitive advantage was most influenced by the marketing mix, followed by the quality of the establishment, management, and the characteristics of the entrepreneurs.

           2) Thai spa and wellness massage businesses in Chiang Mai province had several prominent strengths, including a unique reputation and culture, status as a popular tourist destination, skilled and expert staff. This industry also had weaknesses to be cautious of, such as a heavy reliance on tourists, market saturation leading to high competition, and inconsistencies in service standards across some establishments. In terms of opportunities, the business was able to benefit from the growth of the global wellness market, the use of online marketing and social media to reach customers, and the development of new services, such as therapeutic massage or partnerships with hotels and resorts. The challenges faced by industry included economic and political uncertainties.

           3) To build a competitive advantage, Thai spa and wellness massage businesses in Chiang Mai should focus on differentiation through service development and staff training, as well as leveraging technology and digital marketing.