Spa and Traditional Thai Massage: Local Policies and Promotional Measures for Long-Stay Japanese Retirees in Chiang Mai, Thailand
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Abstract
Roles of local authorities are deemed regulative and supportive of local long-stay tourism. This study thus investigates local authorities’ local policies and promotional measures concerning spa and traditional Thai massage services serving long-stay Japanese retirees in Chiang Mai. The study adopts the qualitative descriptive approach based on information obtained from printed and electronic documents and semi-structured in-depth interviews. Using purposive sampling, the participants consisted of seven representatives working at the policy level from three local authorities in Chiang Mai. The findings reveal that local policies involve reference to the Medical Hub policy and related law, as well as policy and budget adoption from multiple streams, with no separate tasks for long-stay Japanese retirees and law enforcement to control the service standards of spa and traditional Thai massage services. Promotional measures include an award system to develop service standards and adherence to regulations, a coaching system among entrepreneurs, long-stay activities, and the adoption of the local culture and Lanna wisdom in service provision. However, several specific promotional measures are targeted at long-stay Japanese retirees. Separate tasks and a cross-sectional network of local authorities should be established to strengthen their roles in serving the long-stay Japanese retirees.
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