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Abstract

The purpose of this independent study was to study marketing mix factors influencing the choosing of SPA service by Chinese tourist in Muang Chiang Mai District. Descriptive statistics as frequency, percentage and mean along with t-test were used to analyze the data. The study revealed that the respondents were men, age between 21 – 30 years, and were employed by private companies with a salary between 10,001 to 15,000 Yuan. The respondents came to Chiang Mai District for the first time, and would travelled here for approximately 3 – 4 days. The objective of coming to Chain Mai District is for travelling. The most favorite SPA service was massage. The motivation that supported the decision to use the service was soothing stiffness and decreasing tension. The duration for using the SPA service was 3 hours per time. The person influencing the decision to use the service was member in the family/ boyfriend or girlfriend. The way to reserve or choose the service was by walking-in. The media that introduced the service was from internet/website. The marketing mix factors influencing the choosing of SPA service by Chinese tourist in Muang Chiang Mai District were in highest average arranging by the service process’s factor, the personal’s factor, the price’s factor, the physical presentation’s factor, the product’s factor, the marketing’s factor, and the distribution’s factor. The first 10 sub-factors influencing the choosing of SPA service by Chinese tourist in Muang Chiang Mai District were arranged according to the average as the following: the obvious price of the service; the punctuality of the service; the cleanliness of both inside and outside the building; the staffs who were knowledgeable and friendly, provided complete procedures and provided instantly, and calculate fast and correctly; the discount in some occasions such as during the festivals; the service was approved by The Health Public Ministry, and the place was fresh (equal average).