Marketing Mix Factors Affect Thai Baby Boomer Tourists’ Decision to Use Thai Spa Services

Abstract

The objectives of this research were: 1) to study marketing mix factors that affect the decision to use Thai spa services by Thai tourists, Baby Boomers; and 2) to study the service quality that influences the decision to use Thai spa services among Thai baby boomer tourists classified by demographic characteristics. The sample group consisted of 400 Thai baby boomers who had used Thai spa services in the Bangkok area at least once. The tool used to collect data was a questionnaire, which was found to have a reliability value of 0.963. And statistics used in data analysis include frequency, percentage, mean, standard deviation, t-test. one-way ANOVA (F-test) and multinomial logistic regression. The results of the study found that: 1) respondents' opinions on the marketing mix factors that make Thai baby boomer tourists choose to use Thai spa services are overall at a high level; and 2) respondents' opinions on the overall quality of Thai spa services were at a high level. As for the results of the hypothesis testing, it was found that: 1) service users with different occupations, educational levels, hometowns, and average monthly incomes have a statistically significant difference in the quality of Thai spa services at the level .05; and 2) marketing mix factors product, process, and physical affect the decision to use Thai spa services for Thai baby boomer tourists with statistical significance at the .05 level.