ส่วนประสมการตลาดบริการที่มีผลต่อนักท่องเที่ยวชาวจีน ในการเลือกสถานบริการสปาเพื่อสุขภาพ ในอำเภอเมือง เชียงใหม่

Abstract

The objective of this independent study was to study service marketing mix factors that affecting Chinese Tourists towards selecting health spa in Amphoe Mueang Chiang Mai. The sample group was 200 Chinese Tourists who had been to spas in Amphoe Mueang Chiang Mai of which standard had been certified by Office for the Promotion of Health Service Business, Department of Health Service Support, Ministry of Health. The data was collected from a questionnaire and then analyzed using descriptive statistics, namely frequency, percentage and mean. The results showed that general information of the respondents indicated that the respondents were 100 females and 100 male, between 31-40 years , undergraduate study, civil servants / state enterprise employees , average income per month 4,000 - 5,000 yuan in China, marital status, the average cost in tourism per day is 4,001 - 5,000 THB, type of service health spa is foot massage, Monday - Friday is the day that come to the spa for health often, 10.00 - 13.00 was time to go to a health spa as often as possible, the cost of the service health spa each time is 1,000 - 1,500 baht, objective of the spa is the most healthy leisure listening. From the study of marketing mix factors, it was found that most respondents ranked all factors at the high level, in the following order: price, physical evidence, product, promotion, people, process, place, respectively. The sub-factor that respondents gave highest priority to for each marketing mix factor were as followed, In price factor, the service fees can be paid by credit card. In physical evidence factor, there are private and separate full-service health spa rooms. In product factor,there is a clear description about the benefits of each type of spa service. In promotion factor, there are documentation or guides books about the benefits of spa and wellness services. In people factor, good staff ,beaming and there are eager to serve. In process factor, clients can choose the essential oil of the spa service by themselves. In place factor, the location of the Health Spa should be relatively easy to travel. The results of Independent-Sample t-test and One-Way ANOVA revealed that: The Chinese Tourists of different gender have a different services marketing mix in term of product, place, place, people, but not of price, physical evidence, promotion and process. The Chinese Tourists of different age have a different services marketing mix in term of people, but not of price, physical evidence, product, promotion, process and place. The Chinese Tourists of different degree of education have a different services marketing mix in term of physical evidence, but not of price, product, promotion, people, process and place. The Chinese Tourists of different income have a different services marketing mix in term of price, promotion, but not of, physical evidence, product, people, process and place.