The Relationship Between Tourists' Spa Use Behavior and Service Quality of Spa Businesses in Thailand.
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Abstract
The objectives of this study are 1) to investigate personal factors of the tourists, the tourist behavior, and spa service quality and 2) to study the relationship between tourists' spa service behavior and service quality of spa businesses in Thailand. The research aims to focus on the study of tourism behavior and the quality of spa business service. The scope of this study reveals that the researcher pays attention to the potential of spa service quality in Thai spa industry. There are four areas; Bangkok, Phuket, Pattaya (Chonburi), and Chiangmai. The research methodology is quantitative; questionnaires are constructed to collect the data from 400 Thai tourists. By using descriptive statistics such as percentage, mean, standard deviation and test the correlation with chi-square statistics. As a result of this study, (1) Thai tourists, are mostly female ageing between 30-39. These female tourists are mostly in professional and technician level. Their education is average in bachelor's degree earning 20,001 – 30,000 bath a month. Most of the participants are from central of Thailand. The main purpose of their travelling is to use spa service for relaxing and reducing stress. (2) According to the questionnaire, the targets rate spa service to the most satisfaction level. Responsiveness is significantly the most satisfied of spa service quality. Reliability, Tangibility, Empathy and Assurance are responded at the lower satisfaction level respectively, all were moderately correlated with the quality of spa services in Thailand.
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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