Enhancing Business Performance Through Innovation: A Study of Day Spas in Thailand
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Abstract
The spa industry has faced challenges, especially day spas in Thailand. Many day spas have gone out of business due to their inability to adapt and to remain competitive in the market. Innovation is a key factor for the survival of spa businesses. Although, numerous studies have been conducted on spas, research focusing on innovation in this sector remains limited. As a result, this research aims to investigate the types of innovation adopted by day spas and to examine the impact of these innovations on the business performance of day spas. The qualitative method is used in this study to conduct in-depth interviews with fifteen day spa managers in five main tourist destinations in Thailand: Bangkok, Phuket, Chiang Mai, Hua Hin and Koh Samui by using purposive and snowball sampling. The researchers have chosen a thematic analysis approach to analyze interview transcripts. The results of this study indicate that there are six types of innovation adopted in day spas: product, service, process, marketing, organizational innovation and a newly emerging theme is sustainable innovation. The results also show that innovation impacts both non-financial and financial performance, particularly non-financial outcomes. The study extends the Resource-Based View (RBV) theory by demonstrating how internal innovation capabilities serve as strategic resources that drive competitive advantage in spa industry. This research provides both theoretical insights and practical implications for day spa managers seeking to improve performance through innovation in a highly competitive spa industry.
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ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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