STRATEGIC MANAGEMENT OF SPA TOURISM FOR CHINESE TOURISTS IN PHUKET OLD TOWN

Abstract

               This research aims to 1) study the satisfaction of Chinese tourists with spa and health massage services in Phuket Old Town and 2) present spa strategic management for tourism to support Chinese tourists in Phuket Old Town. The research is blended research that combines quantitative and qualitative methods. Data was collected from 400 Chinese tourists who visited and used spa and health massage services in Phuket through a questionnaire. Qualitative research gathered information from 21 key informants through semi-structured interviews.

            The research study was found that 1) Overall, Chinese tourists expressed a high level of satisfaction with spa and health massage services in Phuket Old Town. 2) The spa strategic management for tourism to support Chinese tourists in Phuket Old Town includes 2.1) proactive strategies, such as creating an image and public relations through social media to promote Phuket as a city of tourism with high readiness and safety, and encouraging tourism businesses to obtain a SHA certificate; 2.2) remedial strategies, by creating links between spa tourism and community-based tourism; 2.3) preventive strategies, by creating products that showcase the identity
of Phuket Old Town culture and Thai health spas and massages; and 2.4) passive strategies,
by bringing entrepreneurs and stakeholders from all sectors of the tourism industry together to plan for changes in tourists' behavior and epidemic crises that may affect short- and long-term tourism.