Factors of Success of the Thai Spa Business

Main Article Content

Phakkraphat Limprana
Nantaporn Chalaechorn
Benjawan Leecharoen


This article aims to present the success factors of the spa business in Thailand. In order to create an academic database for spa operators in Thailand, a literature review format based on relevant papers and research findings was employed, along with studies and research from information and websites on the Internet. In addition to medical services, Thailand has a high potential to provide health promotion and support services such as spas, Thai massages, beauty businesses, etc. Since 2004, the Thai government has supported companies in this field. The Office of the National Economic and Social Development Board and the Ministry of Public Health have established the vision of Thailand as a World Class Healthcare Destination by declaring the goal of turning the nation into an international health center. Currently, the government's policy is to develop the Thai spa industry as a leading destination for global health tourism (Thailand Wellness Tourism), to be the hub of treatment and health care (Medical and Wellness) in Asia, and to be recognized for health services of (World Class) caliber. According to the literature review, three main factors contribute to the success of the spa industry in Thailand: 1) service quality, 2) marketing strategies, and 3) management. The success elements for the Thai spa business include higher profits, a competitive advantage, customer loyalty, and high-end customers.

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How to Cite
Limprana, P., Chalaechorn, N., & Leecharoen, B. (2023). Factors of Success of the Thai Spa Business. Journal of Rattana Bundit University, 18(1), 70–88. Retrieved from https://so03.tci-thaijo.org/index.php/rbac/article/view/267051
Academic Article


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