Paper Title :Brand Image Creation and Value-Added Strategies of Spa and Traditional Thai Massage as a Hub of Health Tourism Destination
Author :Angsumalin Jamnongchob, Jutatip Junead, Aran Wanichakorn
Article Citation :Angsumalin Jamnongchob ,Jutatip Junead ,Aran Wanichakorn ,
(2018 ) " Brand Image Creation and Value-Added Strategies of Spa and Traditional Thai Massage as a Hub of Health Tourism Destination " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 59-63,
Volume-4,Issue-3
Abstract : Health Tourism is a fast-growing industry, with an increasing number of tourists seeking affordable or
specialized treatment outside their home countries. Thailand has always been a popular holiday destination and tourism
accounts for about 10 per cent of GDP with expected to continue increasing in the upcoming year because more people are
now aware of the importance of their health both physically and mentally. Thus, many attractions have been emerged and
developed to attract the tourists. The purposes of this paper were to study the tourists’ satisfaction both Thai and foreigners
toward spa and Thai massage business in Thailand, to study the preferable souvenirs design of the tourists, to identified
guidelines of value-added creation for spa and Thai massage business, and to developed the brand image creation and valueadded
strategies of spa and traditional Thai massage as a hub of health tourism destination. Researchers were use mix
methods between quantitative and qualitative research. For qualitative data were collected from 10 people who are involved
with health tourism such as entrepreneur and governor by using semi-structured interview, including with the focus group
discussion. And the quantitative research, 5-points rating scale questionnaires were used as data collection tools to asked 400
people of Thai and foreign tourists’ opinions after taking service of spa. The results of this study provide the strategies which
comprises of 1) maintain the wisdoms of traditional Thai massage which are the identify of each regions
2) apply local traditional and culture to promote business 3) keen to use the strengths more intentionally 4) create
partnerships 5) develop souvenir is so much more than useful or beautiful 6) create a good image of spa and traditional Thai
massage.
Keywords - Health Tourism, Brand Image Creation, Spa and Traditional Thai Massage.
Type : Research paper
Published : Volume-4,Issue-3
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-11551
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Copyright: © Institute of Research and Journals
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Published on 2018-05-11 |
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