The entrepreneurship knowledge management model for spa in upper northern Thailand

Abstract

This research was to research and develop a knowledge management model of spa entrepreneurs in Upper–Northern Thailand with the following objectives: 1) To study the existing knowledge of the spa entrepreneurs in Upper-Northern Thailand. 2) To examine customer expectations towards spa businesses in Upper-Northern Thailand based on knowledge management of spa 3) To develop a knowledge management model for spa entrepreneurs in Upper-Northern Thailand. 4) To test the appropriateness of the developed knowledge management model of the spa entrepreneurs in Upper-Northern Thailand. There were a series of 4 sequential steps of conducting this research as follows: 1) Studied the existing knowledge of the spa entrepreneurs in Upper-Northern Thailand by conducting in-depth interviews with 10 spa entrepreneurs and collecting data using questionnaires from 373 spa entrepreneurs and customers. 2) Studied customer expectations with a questionnaire from 400 spa customers in Upper-Northern Thailand. 3) Developed a knowledge management model for spa entrepreneurs in Upper-Northern Thailand and 4) tested the appropriateness of the developed knowledge management model of the spa entrepreneurs in Upper-Northern Thailand from 6 experts in the spa business. The results showed that the spa business in Upper -Northern Thailand was very outstanding in identity, culture, and Lanna's way of life in terms of sense of sight, sense of taste, sense of smell, sense of sound, and sense of touch that lead to customer impressions and satisfaction. Spa entrepreneurs had possessed knowledge of spa business h management in 6 areas: 1) human resources, 2) management, 3) products and services, 4) physical environments, 5) service standards, 6) foreign language skills in couple with customer's expectations from spa service providers with high-quality service. Therefore, the obtained information was suitable for developing a knowledge management model of spa entrepreneurs in Upper-Northern Thailand, following the concept of the project evaluation (CIPP Model) by examining and assessing the appropriateness of the scheme from experts. According to the experts' suggestions, spa entrepreneurs should develop the six areas of knowledge and skills, as previously mentioned. They could manage the body of knowledge through adult learning, based on the readiness of spa entrepreneurs to learn appropriately in each area and using training methods such as seminars and workshops as knowledge management tools. In addition, there were additional knowledge and skill suggestions for spa entrepreneurs in bringing the culture and identity of Lanna into the spa business. Knowledge management models could enhance the efficiency of spa business services and compete in the spa business market to a greater extent.