Marketing Mix (8ps) Components For Developing A Day Spa Business To Promote Wellness Tourism For Thai Tourists In The Pattaya Special Zone

Abstract

     This research aimed to 1) study the service usage behavior of Thai tourists who use day spa services in the Pattaya Special Area and 2) assess the level of opinion on the marketing mix (8Ps) of day spa businesses. This quantitative research used a questionnaire developed from conceptual frameworks, theories, and related research as the data collection tool. A sample of 400 people aged 20-59 years who had used day spa services in the area over the past 5 years (2020-2025) was collected by convenient sampling. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The results showed that 1) most of the sample were female, 40-49 years old, had a bachelor's degree, were married, worked in private companies, and had an average income of 30,001-50,000 baht per month. The results of the research according to objective 1, the service usage behavior of Thai tourists who use day spa services in the Pattaya Special Area, found that they primarily perceive information from online media. The purpose of the day spa is to relieve stress. They use the service 3-4 times per year. The average cost is 1,001-2,000 baht per session. They most commonly use traditional Thai massage, lasting 1-2 hours per session. They visit on Saturdays and Sundays. The main reasons are to relieve stress and relieve aches and pains. They also intend to return and recommend the service to others. 2) The level of opinion on the marketing mix (8Ps) of the day spa business found that the two factors that received the highest evaluation were staff, with outstanding features being politeness, smiles, good personality, and good communication, and payment, with payment via application receiving a high level of satisfaction. The next factors were price, location, and promotion, products, physical appearance, and process, respectively. This research indicates that consistent service use behavior and high levels of satisfaction place the highest importance on personnel and convenience of payment. The results of this study can be used as guidelines for developing and improving day spa businesses for health tourism in Pattaya to effectively meet the needs of tourists.