CHARACTERISTICS OF INTERNATIONAL-THAI DAY AND HOTEL & RESORT SPAS : A REVIEW OF THE LITERATURE.

Abstract

The objectives of this article are to: present operational business characteristics of day spas and hotels and resorts spas, Thai and international, and provide suggestions for future research.  According to the literature review, the results of the relevant research revealed that both types of day spas and hotels and resorts spas have shared the same strengths as follows: (1) excellence in general management and information systems, (2) the excellent service of the therapist, (3) excellence in products, equipment, and tools related to the spa, which represents Thai identity, and (4) excellence in the atmosphere of the place, cleanliness of the environment, and the beauty representing Thai identity. However, in the near future, Thailand may lose market value and global market share, especially to markets in ASEAN countries and China. The further research should be quantitative research to reveal data on the market comparison with foreign countries due to the fact that the quality of service that is unique to Thai identity can be easily imitated.  Foreign competitors, especially ASEAN countries and China, may be imitated with the same service of quality as Thailand but cheaper price than Thailand.  Moreover, most of these research results do not have much numerical data  on market value and market share.  Therefore, the researchers should further conduct quantitative studies to clearly see the numbers that will be used to compare the market.  Most studies mainly focused on qualitative and / or quantitative studies that are not comparable.