A model to develop communication potential for public relations of spa tourism in active beach on the east coast prepared as wellness hub of Asia
Keywords:
Public Relation Marketing Communication Marketing StrategyAbstract
The article used mixed methods: quantitative and qualitative. The conceptual framework was Spa Marketing, Strategy Marketing, Integrated Communication Marketing, Digital Marketing, research area is Pattaya. The instrument was a questionnaire asking 222 service users of wellness spa selecting from Taro Yámana and an in-depth interview of 20 wellness spa entrepreneurs in the area using purposive sampling. Spss Program was analyzed to find percentage, mean and standard deviation and content analysis was synthetized by researcher.
The results in the first objective showed tourists satisfied with the products provided in term of variety of scents and types of massage oil. The atmosphere of the service area depended on the level of business. There are had special promotions for regular customers, as well as discount and premium. The location was easy to access with accommodation transfer service. The services were clean,specified time, selecting the gender of service providers. These were a part of marketing promotion factors, most of respondents thought that the operation was in accordance with standards of wellness spa. However, some businesses had provided wrong types of service which the entrepreneurs tried to monitor each other and informed that to the service users.
For the factors to develop marketing potential of wellness spa in the second objective were: 1) standards of wellness spa in the area, 2) quality of products and services, 3) collaboration to ask for help from the government agencies in case of crisis, 4) regulation specification of white spa campaign, and 5) establishment of commercial wellness spa from the group of spa entrepreneurs.
Finally, there were three approaches to develop the potential of health spas: the first is public-private partnership, the second was integration of small and medium-sized health spa businesses and the last was to create a spa network and other service businesses to provide comprehensive tourist services
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National Tourism Policy Committee. (2018). National Tourism Development Plan No.2 (2016-2020). Retrieved 20 July 2018.
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