Development of Spa Business Standard in Koh Samui Suratthani to Asean Economic Community

Abstract

The objectives of this research were 1) to study the spa business standard 2) to study the level of needs and satisfaction, and 3) to study the development of spa business and results in Koh Samui, Suratthani.The questionnaire was used to collect data from 40 spa entrepreneurs and 400 spa customers, who were 320 foreigners and 80 Thais. Data were analyzed using basic percentage, standard deviation, t-test, one - way analysis of variance, and Pearson product moment correlation coefficient. The research results were shown as follows : The standard of spa business in Koh Samui, Suratthani, based on opinions of the entrepreneurs was at very high level in overall and individual aspects in descending orders : service, safety,service provider, operator, and place. The level of needs of the spa customers was at high level in overall and individual aspects in descending orders : physical characteristic, personnel, product, price, location, promotion, and service process. The level of satisfaction of the spa customers was in descending orders : Personal, physical characteristic, product, service process, price, promotion, and location. In addition, the comparison between the level of needs and satisfaction of spa customers in Koh Samui was significantly different in overall and individual aspects at statistically significant level of 0.05. The development of spa business and results was at very high level in overall and individual aspects. The correlation coefficient between the development of spa business and results was 0.96. The level of satisfaction of the spa customers towards post-development was at high level in overall and individual aspects. The comparison of satisfaction between pre-development and post-development was significantly different in overall and individual aspects, except for location, at statistically significant level of 0.05.