Guidelines For Establishing And Managing Thai Spa Businesses Abroad

Abstract

This research aims to study the components and strategies for establishing Thai spa businesses abroad, as well as the management system and investment strategies, and then developing these into a structural equation model. A mixed-method research approach was adopted, incorporating both qualitative and quantitative research. Through in-depth interviews with 9 experts, tools for quantitative research were developed, and group discussions with 11 qualified individuals were conducted to achieve a consensus on the research model. The quantitative research involved surveying 100 Thai spa business operators, utilizing descriptive statistics, inferential statistics, and multivariate analysis in the research process. The findings revealed that the priority aspects for business establishment, components of the business management system, and investment in Thai spa businesses abroad are ranked in five areas as follows: 1. Workforce aspect (  = 4.30), with the most critical item being personnel skill development; 2. Financial aspect (   = 4.26), with the most critical item being financial liquidity maintenance; 3. Marketing aspect (   = 4.25), with the most critical item being customer access through modern marketing policies; 4. The internal process aspect (   = 4.24), with the most critical item being the clarity of the management system; and 5. The location of place aspect (   = 4.23), with the most critical item being the location. Additionally, it was found that medium-sized and small-sized businesses do not significantly differ in their overall importance placed on competitive enhancement strategies at the 0.05 statistical level.