MANAGEMENT OF HEALTH BUSINESS BASED ON THAI SOFT POWER IDENTITY: COMPETENCY DEVELOPMENT FOR SERVICE PERSONNEL

Abstract

This qualitative research aimed to explore 1) The management of health business based on the concept of Thai Soft Power identity, 2) The competencies of service personnel in utilizing Soft Power to persuade and attract clients in the health business, and 3) Management guidelines for developing the competencies of service personnel in the health business according to the concept of Thai Soft Power identity. The study employed semi-structured interviews as a tool to interview 21 purposively selected key informants, who were experts in Soft Power and health business, as well as entrepreneurs from establishments certified as Thai identity wellness centers “Thainess Wellness Destination: TWD” across 5 categories: hotel and accommodation, health spas, Thai massage for health, restaurants, and medical facilities. The results of the study can be summarized into three key points: 1) The management of health business based on the concept of Thai Soft Power identity includes core management activities such as leading, planning, organizing, controlling, knowledge management, and service management. 2) Competencies of service personnel in utilizing Soft Power to persuade and attract clients in the health business encompass traits such as gentleness, empathy, pride in Thai identity, and inspiration to provide aesthetically pleasing services. 3) The guidelines for developing competencies of service personnel
in the health business include 3.1) Essential core competencies of service personnel in the health business, which involve the ability to persuade and attract, cultural communication, and the presentation of Thai identity and wisdom. 3.2) Specific competencies of service personnel in the health business, which align with the essential core competencies and are suitable for the professions in each business.