Competitive Strategic Management for successful Spa Business in the Northeast
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Abstract
The purposes of the research were to 1) study strategic management and criteria for Spa business, 2)
to assess the success of Spa business, 3)to design a model of strategic management for the competition of
Spa business, and 4) to formulate practical strategies for the competition of successful Spa business. The
independent variables were strategic management for the competition and criteria of Spa business. The
dependent variables were the success of Spa business. The qualitative and quantitative research methods
were used for the study. In-dept interview was used for qualitative research, and semi-interview form was
used to collect data from thirty Spa entrepreneurs for quantitative research. Questionnaires were used to
collect the data of Spar business from 320 entrepreneurs of Spa business in the northeast of Thailand. The
statistics used were the percentage, mean, standard deviation and Mplus program was used for structural
equation analysis.
1. The research findings showed that the overall strategic management for the competition of Spa business
was at a high level. Four high rated items of the management were marketing, accounting, local products
and human resource management. The overall criteria of Spa business was at a high level. Fout high rated
items of the criteria were ability of entrepreneurs and clean and comfortable location, convenient service and
safety.
2. The findings indicated that the that the overall success of the Spa business was at a high level. Four
high rated items of the success were finance, learning and growth, customers and business process respectively.
3. The study revealed that the strategic management affected positively the success of Spa business.
The direct coefficient index of the strategic management and the success of Spa business was .107 and
the coefficient index of the management and the success of Spa business was .918. The indirect coefficient
index of the success of Spa business was .029. And the coefficient index of the criteria and the success of
Spa business was .032.
4. The formulation of strategies for the completion of Spa business consisted of cost reduction by using
local materials, product development and packaging, advertisement, improving service quality of Spa business,
improving facilities, developing database management, promotion and Spa personnel development.
The research results show that the researcher has got AMMO SPA model from the study consisting of product,
marketing, budget, accounting, human resource, entrepreneurs, service, and location. The model was
employed successfully for Spa business in highly competitive situations. Therefore, the Spa entrepreneurs
should apply AMMO SPA model appropriately for successful and sustainable Spa business.
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