Research on the Service Quality of Chinese Tourists' Medical Cosmetology Tourism in Thailand

Abstract

With the improvement of consumption level and aesthetic concept, people's demand for medical cosmetology is increasing. China had been a main source of tourists in Thailand, but Thailand's medical cosmetology in China is not as famous as Japan and South Korea. In the face of China's huge and scarce medical cosmetology consumption market, how to truly understand the needs of the Chinese tourists and promote medical service quality to occupy the Chinese market is a problem that Thailand tourism industry need to think. Based on this, according to the research of relevant scholars and the characteristics of medical cosmetology tourism services, this paper uses SERVQUAL model to establish the criteria for the evaluation of medical cosmetology tourism service quality in Thailand, and applies Kano model to obtain 153 effective and targeted Chinese tourists' real intentions to identify and classify its criteria, so as to obtain some enlightenment on the improvement of medical cosmetology tourism service quality in Thailand.