Towards Sustainable Success: A Management Model for Thai Massage Enterprises

Abstract

This research was conducted to 1) examine the current situation of Thai massage business management, 2) explore the supportive and obstructive factors affecting the sustainable management of Thai massage businesses, and 3) propose a management model that fosters sustainability in the Thai massage industry. Utilizing a mixed-methods approach, this study incorporates both qualitative and quantitative research methodologies. The qualitative research was conducted through in-depth interviews and focus group discussions involving primary informants—managers, employees, and service users from Thai medical centers and Thai massage businesses, along with academics, totaling 40 participants. The quantitative research, conducted via surveys, involved 400 administrators from Thai medical centers and 400 Thai massage service users. This study has developed a management model to enhance the sustainability of the Thai massage industry, which can be practically applied in the current environment. The findings indicate that current Thai massage business management must prioritize attentive customer service, sustainable management practices, and maintaining safety and hygiene standards. Internal support factors include a commitment to service, diversity of services offered, and long-standing knowledge accumulation within Thai medical centers. External support factors affecting Thai massage industry’s sustainability include the recognition of Thai massage standards, its reputation prompting domestic and international tourism, and governmental policies service standards. However, internal obstacles include a lack of business knowledge and experience among managers, leading to high operational costs, misaligned promotional activities, and insufficiently skilled personnel in massage techniques and foreign languages. The impact of COVID-19 has led to a workforce reduction as some employees have returned to their hometowns or changed professions. In addition, the results showed a lack of understanding about cleanliness management among establishments, causing distrust among service recipients. External obstacles include economic downturns, unsupportive governmental policies for service businesses, and complex and costly professional licensing processes. This research also proposes an appropriate management model to enhance sustainability in the Thai massage industry, requiring the integration of five standards: environment and facilities, personnel, services, products, tools and equipment, and organizational management.