พฤติกรรมการใช้บริการสปาในจังหวัดเชียงใหม่ของนักท่องเที่ยวชาวไทย

Abstract

This research aimed to study Thai tourist behavior in using spa service in Chiang Mai, utilizing theory relevant to consumer behavior. Data were collected by the questionnaires completed by 400 Thai tourists using spa service in Chiang Mai. Descriptive statistics was assisted to identify frequency, percentages, and mean. Chi-Square Test regarded as Statistical inference was also employed to determine a relationship between demographic factors and Thai tourist behavior in using spa service in Chiang Mai. In terms of general information of the respondents, the data showed that the majority of the respondents (78.1%) categorized by gender were female. Most of them (78.9%) were between 31-40 years old. Also, almost all of them (99.8%) have the highest academic qualification as Bachelor’s Degree or Equivalent. Moreover, most of them (98.3%) worked as a private sector employee and 91.5% of them had a monthly income between 20,001 – 30,000 Baht. Regarding the samples behavior in using spa service in Chiang Mai, the study revealed that most of the samples (40.2%) went to have Thai massage. Also, the main purpose of using spa service (38.3%) was to relieve muscle inflammation. Most of the respondents (68.2%) had spa treatments at their regular spa while almost all of them (91%) stated that people involved in decision-making to go to spa were themselves. Moreover, the frequency of doing spa treatments among the majority of them (90%) was one to six times a year. Most of them (77.3%) used spa service on weekend and 75.4% of them went to spa during 12.01 - 4.00 pm. Additionally, the samples mostly had spa treatments for one to two hours at each time (90.8%) and around two thirds of them (64.4%) paid 1,001 – 2,000 Baht for each spa session. They also preferred Day Spa program in the percentage of 83.3%. Furthermore, most of them (82.6%) received news and information about spa through social media platforms; Facebook, Instagram, Twitter, etc. In aspect of a relationship between demographic factors and Thai tourist behavior in using spa service in Chiang Mai, it was found that they were relevant to each other in some aspects including gender, age, monthly income, behavior in experiencing spa services; Thai massage, foot massage, milk soak, their purpose of going to spa; to reduce muscle inflammation, people involved in decision making, frequency of using the service, and how they receive information. According to the results from Marketing Mix analysis, the respondents put the importance on Marketing Mix elements consisting of product, promotion, process, physical evidence, people, place, and price accordingly.