This research aim at developing new marketing strategy model of health spa business of Universities in Thailand. This qualitative research used an In-Dept interview, Non-Structural interview methodology to collect data from 10 persons who were Universities administrators and health spa managers, then employed a Focus Group discussion technique to discuss with 9 persons who were public and private Universities administrators well as health spa managers to come up with new marketing strategy model of health spa business of Universities in Thailand, and finally asked 8 experts to evaluate the appropriateness of the new model.

        The results show that, fresh and processed products must come from or have main ingredients from natural sources, and use local wisdom, which align with local cultures and traditions. In term of price, customers are able to economically access to products or services for the greatest benefits or both parties, and hence they are willing to pay for the products or services. For a company location, it must settle in an area where customers easily find out and access, equip with adequate facilities, and in secure according to regulations and standards. As for promotions, the business should have a variety of promotions to match with various customers groups. As per workflow processes, they must be standardized and are able to build customer satisfaction and impression. Regarding to physical evidence and climate, Thai style based on a region and locality of the origin must be embedded into products or services by mixing 5 senses: sight, taste, smell, sound and touch that reflect to Thai style spa. Last but not least, all service providers must greet in Thai by performing Wai, have a smile and courtesy, and serve the services skillfully and professionally with graceful, polite, careful and intentionally manners.

Credit : Pimporn Thongmuang

https://so05.tci-thaijo.org/index.php/irdssru/article/view/163771