Hygiene and Safety Image of the Thai Massage Industry in the New Normal era, Chiang Mai Province

Abstract

This research article is quantitative research. It aimed 1) to assess the image of the Thai massage industry for health in the New Normal era, 2) to survey opinions on hygiene and safety standards of the Thai massage industry for health in the New Normal era, and 3) to test the influence of characteristics affecting the image of the Thai massage industry for health in the New Normal era in Chiang Mai. The researcher collected data from 400 service users by analyzing the data by descriptive statistics. Factor and Multiple Linear regression analysis obtained percentage, mean, and inferential statistics. The results showed that the image of the Thai massage industry for health in the New Normal era from the perspective of most service users was at a moderate level. The opinions on the sanitary standards of the workplace and the safety of receiving services, including the management standards of Thai massage establishments for health in the New Normal era, three characteristics, were at a moderate level. Furthermore, the test results on the influence of characteristics affecting the image of the Thai health massage industry in the New Normal era in Chiang Mai. It was found that two attributes affect the image of the Thai health massage industry, which are standard in terms of hygiene and safety standards in service. The Combination of these characteristic factors showed 20.30% (R2=0.203) prediction for entrepreneurial intention.