A Study on satisfaction factors of Chinese tourists in medical cosmetology in Thailand

Abstract

In recent years, the trend of Chinese tourists traveling to Thailand for medical cosmetology tourism has been steadily increasing. To gain a deeper understanding of this expanding market, this study aims to investigate the service quality of Chinese tourists in the field of medical cosmetology tourism in Thailand, with the goal of providing targeted improvement strategies to create value. This study integrated literature related to the SERVQUAL service quality model to establish criteria for evaluating the quality of medical services. Subsequently, utilizing in-depth interviews with experts in the medical cosmetology industry, the study formulated criteria for Thai medical cosmetology services, considering the characteristics of medical cosmetology tourism. These criteria include environmental quality, postoperative care, Chinese communication skills, among others. To gain a better understanding of the requirements and expectations of Chinese tourists, the study employed the KANO model and designed a questionnaire to survey the target group of Chinese tourists seeking cosmetic procedures in Thailand. Through the analysis of survey data, their requirements were categorized into three main groups: 1) basic needs, 2) expected needs, and 3) attractive needs. The Better-Worse coefficient was then used to determine criteria that could significantly increase or decrease tourist satisfaction. This research provides valuable information for understanding the demands of Chinese tourists. The research also utilized the obtained results to conduct on-site evaluations of three medical cosmetology clinics in Thailand, conducting a multidimensional analysis of their actual service quality. This analysis included aspects such as quality, safety, service attitude, and language communication skills. In summary, this study puts forth strategic recommendations aimed at enhancing the quality of medical cosmetology services in Thailand, with the goal of better meeting the needs of Chinese tourists and creating additional value for the industry. This research offers a fresh perspective for the field of medical tourism and is expected to provide beneficial insights for the development of related industries.