DECISION ON SPA SERVICE SELECTION OF FOREIGN TOURISTS IN KOH SAMUI

Year 2019, Volume: 3 Issue: 1, 45 - 56, 21.07.2019

Chuleewan Praneetham

Abstract

The purposes of this study were 1) to investigate the decision of foreign tourists in selecting spa service, and 2) to study marketing mix factors (7Ps) affecting on spa service selection of foreign tourists in Koh Samui. The research population for this research was 381,818 foreign tourists who traveled to Koh Samui, Surat Thani province. The samples were 400 foreign tourists selected by the accidental sampling technique. The data collection tool was the questionnaires. The reliabil-ity test of the whole questionnaire was 0.955. The data were analyzed by fre-quency, percentage, mean, and standard deviation. The study indicated that most respondents were females aging 30 – 39. They made their own decision of using spa services for relaxing and anxiety reduction, without a plan in advance. The study revealed that, in term of spa selection, the tourists mostly made a decision based on physical evidence, followed by the staffing, price, process, marketing promotion, location or distribution channel, and product respectively. Cleanli-ness was the highest point to influence them. The spa room should have an aro-ma scents. Service with integrity, special fare, available for advance booking, various levels of fare and services were also the important points for selecting spa service.

Keywords

Decision, Koh Samui, Spa Tourist

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