Factors Affecting On Chinese Tourists Decision To Use SPA Service In Thailand

The objective of this research is to study the behavior of Chinese tourists who use spa services in Thailand, to study service marketing factors which affecting on Chinese tourists decision to use spa service in Thailand and to use the results of research as guidelines for defining the service marketing mix plan and to develop spa business to have better images and to hit the best satisfaction from Chinese tourists.On research methodology and results analysis. The samples on this research work is 300 Chinese tourists in Bangkok Thailand. Data collected by using questionnaire surveys and received a total of 263 valid questionnaires. Data analyzed by using the Statistical Package for Social Sciences(SPSS) for window to input data and analyzed. The majority were female 21-30 years old have bachelor’s degree, occupation is employee and monthly income is 3,001-5,000 RMB. Most Chinese tourists ever used day spa service place, like to us e traditional Thai massage, main objective is relaxation, use spa services on weekend, influenced them decide to use is themselves. The media that the most influenced them is friend suggestion, most of Chinese tourists satisfied with Thai spa. The most important service marketing mix factors that affecting on Chinese tourists decision is people factors, followed by physical evidence factors and price factors, promotion, product, place and process respectively. Consumer behavior who had a difference career will have different consumer behavior and the difference in age, education level, occupation and monthly income have an affecting on Chinese tourists decision in all sections of service marketing mix factors.Regarding suggestion to improve and develop spa business in Thailand include; should have a variety of options for consumers, should have more providing clear information about the spa. Finding a simple, convenient searching will help consumers make a choice in the spa easier, should focus on value and creating value quality for the needs of consumers. There should be Chinese or other languages in detail list of services. The price of service are clear for transparency and should be reasonable for the quality, should have adding other language such as Ch inese, Russian, and Japanese for more clearly understood. The staff need to train multilingual for communicate with consumers.Finally, this research Fig.d that spa service enterprises can use this research as guidelines for defining to planning and develop services marketing mix strategic effectively for meet consumer needs and bring the suggestions for the commercial performance of spa business in Thailand. And will can helped the government for development Thai spa services be competitive on the global market effectively further.